You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
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
Preview not available
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.
Journal of Advertising © 1994 Taylor & Francis, Ltd.