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Ethical Judgments of Sexual Appeals in Print Advertising

Michael S. LaTour and Tony L. Henthorne
Journal of Advertising
Vol. 23, No. 3, Ethics in Advertising (Sep., 1994), pp. 81-90
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188942
Page Count: 10
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Ethical Judgments of Sexual Appeals in Print Advertising
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Abstract

This study explores consumers' ethical judgments about the use of sexual appeals in print advertising. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethics scale, ad attitude, brand attitude, and purchase intentions. The findings indicate that, regardless of the respondent's gender, the use of a strong overt sexual appeal in a print advertisement was not well received. Consequently, advertisers need to rethink the use of strong overt sexual appeals, especially given the controversial issues surrounding such advertising stimuli and their popular use to break through media clutter.

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