Journal of
Promotion Management
Volume 11
Numbers 1/2
2004-2005
Expanded Double Issue:
Sex, Age, Ethnicity and Controversy in Advertising
CONTENTS
FROM THE EDITOR
A Proposed Response Model for Controversial Advertising
David S. Waller
A number of advertisers have used the strategy of controversial images (fear, sexual), or promoted their
controversial product (alcohol, underwear), in a way to get the audiences’ attention and a positive
reaction. However, the use of controversial advertising can also potentially offend people and create a
negative reaction. This article discusses controversial advertising and proposes a conceptual model of
responses to controversial advertising. KEYWORDS. Advertising, communication effects, controversial
advertising, message design, offensive products, response model.
Social Cause Versus Profit Oriented Advertisements: An Analysis of Information Content and
Emotional Appeals
Lisa M. Sciulli and Charlene Bebko
A common theme in social marketing research has been that for a social cause message to be effective
and encourage behavioral change it must be perceived as different from other advertising messages. This
article evaluated over 500 magazine print advertisements via content analysis to reveal social cause
versus profit oriented advertisements. Upon identification of these two advertisement types, further
analysis explored information content and emotional appeal strategies. The results significantly indicate
that social cause advertisements elicited more emotional appeals than profit oriented advertisements,
while profit oriented advertisements conveyed more information content. Specifically, profit oriented
advertisements contained more information regarding price, quality, performance, content, availability,
offers, packaging, guarantees, company research, new ideas and taste than social cause advertisements.
In comparison, only safety, research, and nutritional information were revealed more frequently with
social cause than profit oriented advertisements. Social cause advertisements evoked more fear, anger,
sadness, disgust, interest, and surprise. Profit oriented advertisements were deemed more pleasant and
happier. KEYWORDS. Advertising, appeals, cause marketing, content analysis, emotional appeals,
information content, magazines, non-profits, social marketing.
The Effects of Ad Irritation on Brand Attitudes
Subhra Chakrabarty and Rama Yelkur
Brand attitude has been proposed to be an antecedent to purchase intentions. However, very few studies
have specifically focused on ad irritation as an antecedent to attitude toward the brand. This paper
examines the effect of ad irritation on brand attitudes and if the effect of ad irritation is independent of ad
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credibility, attitude towards the advertiser, attitude towards advertising, and ad-induced feelings. The
results indicated that ad irritation was not significant in predicting brand attitudes. Respondents’ prior
brand attitude, ad credibility, ad-induced feelings and attitude toward the advertiser were significant
predictors of brand attitudes. Based on the results, several managerial implications were derived
regarding the usefulness of ad irritation in changing brand attitudes. KEYWORDS. Advertising, attitude,
brand, irritation.
Skin Tones in Magazine Advertising: Does Magazine Type Matter?
Donna T. Mayo, Charles M. Mayo, and Sharika Mahdi
Although African Americans enjoy greater quantitative representation in American advertising than ever
before, it is questionable if this representation is a true picture of African Americans. Because of the
“what is beautiful is good” syndrome in advertising, advertisers have been criticized by some groups for
using models who may present body images and facial features considered too idealistic. These
unrealistic portrayals of attractiveness and beauty “likely reflect involuntary responses to subconscious
cultural constraints” (Strutton and Lumpkin, 1993, p. 509). Thus a “myth of beauty” that generally
favors Eurocentric features such as light-colored skin, narrow noses and thin lips is perpetuated. The
exception to this rule, however, may be found in the use of Black athletes as spokespersons and models.
To determine if there is a difference in the skin tones of models used in sports magazines and fashion
magazines, this study is a content analysis of the models used in Sports Illustrated and Vogue. The results
indicate that there were significantly differences in the skin tones of the models used in these magazines.
KEYWORDS. Advertising, African Americans, attractiveness, fashion, magazines, models, race, sexual
appeals, spokespersons, sports, Sports Illustrated, stereotypes, Vogue.
The Influence of Product/Nudity Congruence on Advertising Effectiveness
Claire Sherman and Pascale Quester
While a body of research has examined the effects of nudity appeals in advertising, previous studies
examining the question of product/nudity congruency have failed to consider product categories of
equivalent levels of involvement and towards which respondents had similar purchase intention. In this
experimental study, we examine the role which product/nudity congruency and levels of nudity have on
several measures of advertising effectiveness. We also examine the effect of the interaction between these
two variables. Our findings suggest that product type and the interaction between degree of nudity and
product both influence significantly certain measures of advertising effectiveness. Implications for
marketing professionals and researchers are outlined, along with directions for future research.
KEYWORDS. Advertising, Australia, effectiveness, congruence, experiment, Malaysia, nudity, sex.
Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and SecondGeneration Asian-Islamic British
Cleopatra Veloutsou and Shaista Riaz Ahmed
The aim of this research is to provide empirical data to either support or challenge the view that
subculture has an impact on how sex appeal in advertising is perceived. The study looks at young females
of two specific British subcultural groups, Anglo-Saxon and Asian-Islamic British. It reveals that there
are differences in the perception of sex appeal, since the Asian-Islamic British have a rather more
negative attitude towards this particular appeal, while the Anglo-Saxon have a much more positive
attitude towards it. KEYWORDS. Advertising, Asian-Islamic, Britain, diversity, international, Muslims,
sex appeal, subculture.
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Do Sexy Cover Models Increase Magazine Sales? Investigating the Effects of Sexual Response on
Magazine Interest and Purchase Intention
Tom Reichert
In the competitive struggle to increase circulation, mainstream men’s magazines (such as Details,
Maxim, Esquire) are featuring sexually attractive people on their covers. This article reports the findings
of a study designed to determine if the sexual response evoked by cover models is related to interest in the
magazine and purchase intention. Findings suggest that sexual attractiveness of the cover model and
sexual arousal were related to interest in the magazine, but not purchase intention. Although no gender
differences emerged, those with a positive sexual response to the cover person were more interested in the
magazine. These results suggest that sexy cover models may be most effective for attracting attention to,
and interest in, the magazine at the newsstand, but that feature articles have greater impact on purchase
decisions. These findings, their implications, and directions for future research are discussed.
KEYWORDS. Circulation, cover models, design, magazines, men, sales, sexual appeals, sexual response,
women.
Sex and Magazine Promotion: The Effects of Sexualized Subscription Cards on Magazine
Attitudes, Interest, and Purchase Intention
Tom Reichert and Kristin McRee Walker
This study tested the efficacy of sexual content on consumer responses to a magazine offer. The 2 x 2
between-subjects design consisted of female and male respondents viewing a subscription card
containing a sexual image of either a female or male model. As expected, respondents reported more
favorable attitudes about the magazine, more interest in the magazine, and more purchase intention to the
promotion card featuring an opposite-sex model. The results support the general notion that “sex sells,”
and, more specifically, that sexual content can sell consumer magazine subscriptions. KEYWORDS.
Advertising, attitude, cognition, magazines, purchase intention, response, sex, subscription.
Women’s Responses to Sex in Advertising: Examining the Effect of Women’s Sexual Self Schema
on Responses to Sexual Content in Commercials
Tom Reichert and Ignatius Fosu
Advertising researchers have neglected to analyze women’s reactions to sexual appeals, and researchers
are just beginning to recognize the utility of personality variables as predictors of responses to sex in
advertising. This study addresses both areas by testing women’s reactions to a sexual commercial, and
examining the relationship between women’s sexual schemas with their responses. Sexual schemas are
people’s cognitive views of themselves that predict approach/avoidance to sexual behavior and sexual
information. Overall, women who have more positive sexual self-schemas (sex positive) were found to
have more positive attitudes-toward-the-ad and brand interest for the sexual ad. Purchase intention,
however, was not affected. The findings and their implications are discussed. KEYWORDS. Advertising,
attitude toward ad, brand interest, candies, personality, self-schema, sexual appeals, women.
Media: Through the Eyes of Young Adults
Lara Keane and Kim-Shyan Fam
This article explores young adults’ views of seven mass advertising media, and provides an in-depth
inquiry into the qualitative media effect these audiences ascribe to each medium. This paper discusses
many issues related to young audiences, and provides a useful supplement to the quantitative survey data
most commonly found in media research. Respondents showed a distinct preference for media that
provided visual stimulation, and a strong preference for media that afforded them control over the
experience. Consistent with the concept of selective exposure, respondents preferred media that
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represented their own interests and opinions. However, media use was often inconsistent with media
perceptions. Many respondents willingly suspended criticism when using media, as they consulted mass
media for entertainment, rather than information. KEYWORDS. Advertising, consumers, entertainment,
information, media perceptions, media usage, youth market.
Advertising and Children: Issues and Policy Options
Lynne Eagle, Sandy Bulmer, Anne de Bruin, and Philip J. Kitchen
This article reviews the debate regarding the issue of growing obesity in society in terms of issues and
possible policy options. The issue is most focused on children though having obvious ramifications for
adults in many economies around the world. Policy solutions such as advertising bans or taxes that have
been proposed in several countries seem to be based on insufficient evidence—i.e., there is no empirical
evidence to substantiate the claimed causal effect between marketing communication practices directed at
children and nutrition. These solutions, if enacted in policy, could be both inequitable and ineffective.
While the study is couched and framed from a New Zealand context, nonetheless it serves to illuminate
issues and policies of wider relevance. KEYWORDS. Advertising, children, health, international, New
Zealand, nutrition, obesity, public policy.
Employment of Ecology Themes in Magazine Advertisements Directed to Children: A Longitudinal
Analysis
Robin T. Peterson
The study described here was undertaken to assess the degree to which magazine advertisements depicted
environmentally sound behavior on the part of children. Analyses were conducted on which
environmental issues were emphasized and the extent to which large and small firms and companies in
different industries utilized such advertisements. A content analysis permitted comparisons of the
advertisements in 1987, 1997 and 2002. Various conclusions were reached regarding the extent and
nature of the advertisements employed during both years. KEYWORDS. Advertising, children, ecology,
ethics, green advertising, magazines.
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