PowerPoint Flashcards
1
Q
Purpose
A
- Our study aims to explore how people from different countries/cultures respond to modern sexual appeals in advertisements.
- Our study will analyze individuals’ attitudes and perceptions towards specific sexualized ads in regards to their cultural background.
- Within our study, we will examine more countries collectively rather than focus on two contrasting countries.
- We intend to discover how accepting individuals from various countries are to the use sexual appeals in advertisements.
2
Q
Lit. Review (my part)
A
- A recent study I reviewed touched base on how young women in the U.S. are starting to become more accepting and even empowered by sexual appeals in advertisements.
- Women within this study reported that the ads they were shown were extremely sexual, yet believed the ads were culturally acceptable and weren’t phased by them.
- The authors explained that U.S. women are choosing to exercise their “girl power” and are even forgiving of companies that portray females offensively within their ads.
3
Q
Congruency Theory
A
- The congruency theory was used as a foundation for a few studies in our literature review.
- One study used the congruency theory to explain that consumers are more accepting of sexualized advertisements when the product advertised is also sexually-related
- Another study used the congruency theory to explain how individuals tend to be more responsive to people and messages that are consistent with their own beliefs and attitudes. Basically meaning that, when people view a sexualized ad that goes against their beliefs and attitudes, they are more likely to view the ad/product/or brand negatively.
