International Journal of Marketing and OF Human Resource Management INTERNATIONAL JOURNAL MARKETING AND (IJMHRM), HUMAN ISSN 0976

6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

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ISSN 0976 6421 (Print) ISSN 0976 643X (Online) Volume 4, Issue 1, January- April (2013), pp. 48-58 IAEME: www.iaeme.com/ijmhrm.asp Journal Impact Factor (2013): 4.6901 (Calculated by GISI) www.jifactor.com

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NUDITY IN ADVERTISING: IMPACT ON AIDA MODEL

Ing. Lucie Vnoukov Ph.D. University of Economics and Management, department of management Nron 2600/9a, Prague 5, 158 00, Czech Republic Ing. Helena Smolov Czech University of Life Sciences in Prague, Faculty of Economics and Management, department of management Kamck 129, Prague 6, 165 21, Czech Republic

ABSTRACT Use of nudity or sex in advertising is quite popular in praxis. Organisations often use sexual stimuli to attract consumers. An assumption related to it is a linear relationship between the level of nudity and sexual arousal and thus higher level of consumers response.We focused on different levels of nudity and the reaction of respondents. The perception of the ad, attention, interest, desire and buying intention was studied. The aim of the paper is to analyse the relationship between nudity/sex in advertising and its impact on purchase (AIDA model) together with focus on impact of gender on the perception of nudity displayed in ad (cognitive, emotional and conative dimension).We used primary questioning with four possible levels of nudity displayed in ad. The conclusiveness of the outputs and relationships obtained were supported by the tools of descriptive statistics, for testing of results the analysis of correlation and factor analysis were used to review the outcomes. The respondents react differently to certain levels of nudity. The resultsconfirm that men and women differ in the responses to sexual stimuli (emotional dimension) and that nudity can increase attention of consumer.The use of nudity in advertising attracts respondents, but has almost no influence on their desire or buying intentions regarding displayed product. Among all variants of ad with different levels of nudity the variant with naked model had more potential buyers than the other ones. But factor analysis revealed that the buying intentions are not related to the respondents who have shown positive attitude towards the ad.

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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

Keywords: Advertising, nudity, marketing, research, perception, attitude. 1 INTRODUCTION Through the whole history of advertising erotic and sex was used to evoke dialogs among consumers. Atwan et al. (1979) define sex in advertising as the presence of nudity and/or suggestive content or the inclusion of physically attractive models (Jones, Stanaland, Gelb, 1998). Similar opinions have researchers OKeefe (1990), Peterson and Kerin (1977), Alexander and Judd (1978), Morrison and Sherman (1972) and Sciglimpaglia et al. (1979) who divide erotic appeals into two general categories: (1) suggestiveness and (2) nudity. Stated definition can be interpreted in many different ways; which significantly affect also differences in results of researches in the area of nudity in advertising. The aim of the paper is therefore to analyse the relationship between nudity/sex in advertising and its impact on purchase (AIDA model) together with focus on impact of gender on the perception of nudity in ad (cognitive, emotional and conative dimension). 1.1 Use of sex in advertising In the area of sex in advertising researches often study the effects of woman`s nudity (Belch et al., 1982; Alexander and Judd, 1978; LaTour, 1990; LaTour andHenthorne, 1993; Sciglimpagliaet al., 1978; Severn et al., 1990).The default assumption of these studies was that the level of clothing of the model is a primary determinant of sexual response. An assumption related to it is a linear relationship between the level of nudity and sexual arousal (Reichert and Ramirez, 2000).Of course, there is a need for more formalized understanding of the role of nudity and sexual suggestiveness regarding cognitive perception toward advertising, because still overall agreement upon impact of nudity in advertising has not been reached. As sexual appeals in advertising we will use the segmentation according Reichert et al. (2001), whodefine sexual appeals as messages that are associated with sexual information and that evoke sexual thoughts or feelings.In this paper the term nudity or sex in advertising means display of topless woman or mans body. We may find in literature three dimensions of behaviour related to nudity in ad cognitive, emotional and conative. MacInniset al. (1991) states that when the motivation to process the data on the brand is weak, the objective of the advertiser is to draw the attention to the advertisement starting from executional cues to which the individual will be sensitive, independently of the brand (Dianoux and Linhart, 2010).Other researches (Lombardot, 2007; Manceau andTissier-Desbordes, 2006; Vezina and Paul 1997) confirm subsequently increased attention due to the positive effect of nudity.Because nudity attracts consumers attention, the ad increases brand information processing within the ad (MacInniset al., 1991). Results ofBelch et al. (1982) show that sexual appeals in advertising affect psycho-physical reactions and cause higher attention and reaction. This hypothesis was validated also by Reid, Salmon andSoley (1983). Another research (Dudley, 1999) introduced four ads to the same product with different levels of sexual content: (1) product only, (2) swimsuit model, (3) topless model and (4) nude model. The respondents marked the last type of ad as the most attractive, interesting, unforgettable and the most successful in getting their attention. The next role of sexual content in advertising is to evoke positive or negative emotional responses (i.e. arousal, lust, displeasure or uneasiness), which can lend or reduce persuasive impact of advertisement. Regarding nudity`s effect on attitude towards the brand or purchase
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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

intention, results of researches differ (Dudley, 1999, De Pelsmacker and Van Den Bergh, 1996; Severn, Belch and Belch, 1990; Vzina and Paul, 1997). Reason for this dissimilarity could be found in a number of variables as a profile of the model, choice of the product (if it is directly or obliquely related to nudity) or used methodology. Characteristics of advertisement`s receivers included gender (Reichert, LaTour and Kim, 2007);and age (Loroz, 2006) have irreplaceable role as well. Three studies by LaTour (LaTouret al. 1990; LaTour andHenthorne, 1993) tested emotions induced by sexual stimuli. The emotions were both positive and negative. The survey also focused on impact of emotions on attitude towards the ad or brand using Thayers model (1978). The results showed that men had positive attitude towards naked women displayed in the ad, but women had negative attitude. Authors therefore suggested using nudity in advertising only for products targeted on men. Conative dimension means the intention to buy the advertised product. The survey of Severn et al. (1990) tested effects of sexual and unisexual advertising on buying intention of consumers. The hypothesis that sexual stimuli have significant impact on purchase intention was confirmed. 1.2 Negative impact of nudity in advertising Other than positive relationships between sexual appeals and remembering (Chestnut et al., 1986; Reid, Salmon andSoley, 1983), there are also strong evidences which state the opposite.Severn et al. (1990) found that remembering of brands with sexual appeals was not different from non-sexual. The respondents were more focused on ad than the brand. Thus sexual appeals may have negative impact; they are diffusing and thus make remembering impossible. Sexual ads can drive the attention (Baker 1961, Courtney and Whipple 1983), but in remembering are less effective than non-sexual ads (Steadman, 1969; Courtney and Whipple 1983). LaTour andHenthome (1993)showed that positive excitement leads to positive attitude towards the ad and brand; on the other hand respondents who described their excitement as negative or tension evaluated ad negatively and had negative attitude. 2 MATERIALS AND METHODS The researches of nudity in advertising have been conducted (seeDianoux and Linhart, 2010; Dianoux,Kettnerov, Linhart, 2005), but this particular research is specific in uniform culture of middle Europe, by comparison of impact of woman and mans nudity and the experiment was done using mock-up magazine. The respondents were only instructed to read through the magazine and their attention to ads was not distorted. The magazine was targeted on students because: (1) according to Reichert and Lambias(1999) students magazines contain nudity the most often and (2) the magazine makes advertising easier to process because of three dimensions according to MacInniset al. (1991) containing motivation, possibility and abilities, magazine have positive impact on two of those: possibility and abilities. We used similar questions as was used in survey focused on nudity in advertising by Dianoux and Linhart(2010). To strengthen the impact of nudity on respondents attitude, we used a product not related to nudity. The tablet Samsung was used with four possible levels of nudity displayed (we used four different variants of magazines there were four variants of tablet Samsung ads: dressed man, topless man, dressed woman and topless woman). The
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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

tablet was also used because it is a high-involvement product. Contrary to La Tour, Pitts, Snook-Luther (1990) who used fictive ads, we used real brands and existing ads to make sure the respondents could previously see advertised products. We also tested variants of displayed nudity. Five women and five men (always with variants dressed and topless) were tested by 8 experts (4 men and 4 women) according to Nelson andPaek(2005). The differences and the possibility to get the attention of respondentwere compared; experts tried to avoid sexist photos (seeLysonski, 2005).Also the size of ad can affect attention.Because in middle Europe the half-page ad is preferred (Dianouxet al., 2006) we used this size. The questioning was divided into two parts (A and B). Part A was containing questions related ads in general.Part B was focused on concrete experimental ad containing nudity. The sample of respondents contains 178 students of universities (state and also private). All respondents were Czech; 54 % women and46 % men. Students were chosen for the survey because those youth persons present and form the perception of advertising today and in the future. The sample was selected solely for the purposes of the survey. Answers of respondents were categorised according to identification questions that formed the first part of the questionnaire. In the survey, the measurement was based on closed questions with one or several possible answer(s) that had been selected based on the study of literature, documents and other related surveys. Also, a semantic differential was applied that permitted the identification of nuances in respondents attitudes through the questionnaire. Respondents reactions to target statements and their attitudes to the given matter were restricted by offering a set of several statements. The extremes of the seven-point scale represented bipolar concepts of the evaluation dimension. Using a scale of 1 to 7, respondents expressed their inclination towards one of the preset extreme statements or, provided it was not possible to favour either of the sides, selected a median, neutral value (the median value was characterised by number 4). The scale permitted not only the specification of respondents attitudes, but also their intensity. Another part of questionnaire was based on Muehlings scale (1987) which measure attitude towards institution and instrument (Durvasula et al., 1993), economical versus social aspects (Durvasula et al., 1999), verbal measurement of affective reaction of respondents (Derbaix, 1995), attitude of respondents toward ad (Aad) (Coulter, 1998; MacKenzie, Lutz & Belch, 1986), engagement of consumer (Consumer Involvement Profile, CIP) by Kapferer and Laurent (1985) and some questions were adjusted according to Dianoux and Linhart(2010). The analysis was carried out using the Microsoft Excel 2007, and SPSS programmes. The conclusiveness of the outputs and relationships obtained were supported by the tools of descriptive statistics, for testing of results the analysis of correlation and factor analysis were used to review the outcomes. The factor analysis was used based on the results, which have shown requisite level of correlation/association coefficient between analysed variables as a deeper and confirmatory analysis. The factor analysis was chosen in order to lower the amount of resulted outputs. Varimax rotation method was used for the analysis. To separate final amount of output factors a Kaiser-Guttman rule was employed. Such factors were used for further analysis, whose variance was higher than 1.0. This value was chosen rationally because explanatory factor must have at least equal value as original standardised attribute. Such attributes (statements) were chosen as significant to create resulted factor, whose value was 0.3 and higher (Anderson, 2009).
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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

3 RESULTS Bellow in this chapter, main results will be interpreted. Firstly, the overall outputs attitude to advertising and nudity based on sex of the respondent will be presented. Secondly, deeper analysis will give us insight view into attitudes towards advertising and behaviour to buy. 3.1 Outputs of the survey Firstly, we will present the selected group of results which we studied based on theoretical background presented above in this article. Such questions were tested and interpreted, which had relationship toward nudity in advertising. We tested if sex of respondent affects the result of the overall impression about the ad (showing nude model) and how it impress the AIDA model (attentions, interest, desire and action) in order to buy advertised product. Namely we selected following statements: attention, focus, like it, convincing, desire for information (as cognitive dimension); animation, feelings, deviation, nice (as emotional dimension);and need and buy (as conative dimension). Using extracted data dependency was tested by applying 2 test. As the pvalue calculated by means of the 2 test of 0.000 is lower than the selected level of significance =0.05, null hypothesis has been rejected. For power dependence test Contingency coefficient was used. The results of the article provide 12 hypotheses leading to the fulfilment of the set goal to reveal whether gender affects impression about the ad. The null hypothesis always means that there is no difference between sex of the respondent and selected impression or behaviour regarding the ad. Of the given zero hypotheses, 4 have been rejected, i.e. there is a dependency between the qualitative attributes examined (men and women perceive ad in a different way), while 8 zero hypotheses could not have been rejected, i.e. there is no dependency between the qualitative attributes examined (gender does not affect impression and behaviour towards the ad). The results of testing the below mentioned hypotheses are shown in Table 1. Table 1:2test among selected qualitative characteristics p-value Rejection of Power Dependence No Null hypothesis H0 H0 dependence 2 1 Attention sexof the 0.181 NO respondent 2 Focus sex 0.458 NO 3 Like sex 0.067 NO 4 Convincing sex 0.242 NO 5 Information sex 0.136 NO 6 Animation sex 0.001 YES 0.400 Moderate 7 Feelings sex 0.004 YES 0.393 Moderate 8 Deviation sex 0.023 YES 0.320 Moderate 9 Nice sex 0.001 YES 0.459 Moderate 10 Seductive sex 0.175 NO 11 Want/need sex 0.793 NO 12 Buy sex 0.292 NO Source: authors processing
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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

According to the results of the survey, the zero hypotheses that animation, feelings, perceived deviation and nice feelings are not influenced by sex of a respondent has been rejected. The survey revealed that respondents overall attitude toward nude ad is determined by their sex. The test easily revealed characteristic which may differ among gender. Nude model is perceived in a different way by men and women in the context of their animation, feelings, perceived deviation of displayed ad and the perception of it as nice. Those attributes are emotional dimension. Cognitive (attention, focus, convince, information) and conative (want/need and buy) dimension do not differ among gender. We may say that sex in advertising in Czech Republic affect differently emotions of men and women. 3.2 Factor analysis of approach towards nudity displayed in ad To prepare the outputs for multivariate analysis we tested selected variables if there are any relationships (using association table) to make sure the factor analysis will bring valid results. As described above, we chosen only 13 variables to enter the analysis (sex of the respondent, his/her feelings and variables related to AIDA model). We tested all four variants of ad (dressed woman/man and naked woman/man), but only the variant with naked woman have shown valid results. Those results have shown requisite level of correlation/association coefficient between analysed variables, and a deeper analysis could have been used. The factor analysis was chosenfirstly in order to lower the amount of resulted outputs and secondly (mainly) to reveal specific approaches towards the nudity in advertising. We expected to find a few different approaches towards specific display of the ad (displaying naked woman). Varimax rotation method was used for analysis. To separate final amount of output factors a Kaiser-Guttman rule and Kaiser Normalization was employed. As shown in Table 2, factor analysis revealed 4 statistically significant factors. Such factors were used for further analysis, whose variance was higher than 1.0. This value was chosen rationally because explanatory factor must have at least equal value as original standardised attribute. Such attributes (statements) were chosen as significant to create resulted factor, whose value was 0.3 and higher (Anderson, 2009). Table 2: Variance explained by factors Total variance % of Variance Factor 1 Factor 2 Factor 3 Factor 4 Source: authors processing All factors together explain 68% of respondents behaviour and attitude towards nudity displayed in the ad. Table 2 show results of analysis by the Varimax method; Table3 gradually show all factors and its attributes. 2.886 2.322 2.038 1.574 22.197 17.861 15.674 12.111

Cumulative % 22.197 40.057 55.731 67.842

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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

Table 3: Resultant factors by method Varimax Factor 1 Factor 2 Factor 3 Expressions towards the ad Sex of respondent (male) .296 .146 .703 Attention -.003 .116 .936 Focus .110 .014 .920 Like it -.086 .178 .799 Convincing .027 .018 .800 Desire for more information .114 -.180 .739 Animation .294 .652 .561 Feelings .040 .232 .556 Deviates -.061 -.053 .830 Nice .161 .666 .339 Seductive .149 .138 .652 I want it/need .015 .137 .061 I will buy it -.027 .088 -.121 22% 18% 16% % of variance Nudity Focus & Male Name of the factor admirers attention feelings Source: authors processing

Factor 4 -.181 .067 .156 -.070 .160 -.197 .067 -.357 .244 -.261 .185 .678 .830 12% Buyers

Factor analysis revealed four approaches to women nudity in advertising. The first factor which characterizes22 percent of respondents can be described as people whose attention and feelings can be easily driven by specific (sexual) context of advertising. Those respondents cannot be categorised by their gender, but coefficient 0.296 is very close to male. They liked the ad, did not need any additional information about the advertised product, they perceived it as convincing, nice and seductive. All resulted coefficients are quite high; therefore it is possible to state that those attributes had close relationships. The desire to have the product was not confirmed. The first factor was named Nudity admirers because this group of respondents did not need anything else than nice picture. The second factor revealed describes completely different type ofattitude towards nudity in advertising. Specific kind of ad brought their attention, focus and animation (cognitive dimension). But nothing more than that. They also did not want to have or to buy the product, they not always like it, and they do not think it is nice or seductive - they do not think it deviates from normal. As the first group represented by factor 1, they do not desire or do not want to buy the product. This behaviour is characteristic for 18 per cent of respondents. Again, all resulted coefficients are very high; this proves adequate selection of inputs into analysis. The third factor is the extreme ofmale feelings. 16 per cent of surveyed men perceived displayed ad as animated, it attacked their feelings, and respondents think it deviates from normal ads, but it is nice.Again, men represented by third factor did not want to have or to buy the product. Fourth factor represents a group of respondents, who want the product and they will most probably buy it. Other than that the fourth factor contains only feelings, which were involved in perception of the ad. This 12 per cent of respondents was not attracted by displayed nudity. They did not describe it in any usual way (nice, seductive, deviate, convincing etc.) but contrary to other groups they finally feel the need for the product.
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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

It is possible to conclude that the theoretical assumptions have been proved. Nude model is attracting respondents, but there is no desire for product and no need to buy it. Model AIDA is not valid regarding nudity in advertising. Results of the analysis show that there is no dependency between the perceived attention of the product, neither need for it, nor willingness to buy it. 4 DISCUSSIONS As it was mentioned in both parts of previous chapter, model AIDA was not validated in case of sex in advertising. Nudity can bring attention or feelings, but the intention to buy the product was not higher based on the results of analysis of this article. Only respondents who did not express any of those feelings or animation for displayed ad were willing to buy the product (probably because they had decided to buy the product before they saw the ad). Therefore we may suggest using sex in advertising in such cases, when the brand or product is advertised not in intention to be sold, but to broaden the awareness or knowledge of the product or mark or firm and to make people remember it. As we found in the literature, many professionals believe that sex is used to attract viewer's attention. Based on realized researches we may say that it is true. But it is just a short-term success. Gallup & Robinson (2008) has found based on more than 50 years of tests, that use of sexual stimuli may be a successful approach how to communicate to the market. Research has led to the fashionable idea that sex sells. But previous studies referring to nudity in advertising stated that female nudity influence people in various ways, and not only positively (LaTour 1990; Sciglimpaglia, Belch, and Cain 1978). Males have tendencies to rate all experimental ads more favourably than females (Peterson and Kerin, 1977). These results confirm study of Maciejewski (2004) which showed that men and woman differ significantly in their appraisal of sexual appeals in advertising; females have more negative attitudes than men. The same results we got from our survey. Man like the ad containing nudity, but women expressed negative feelings which can damage the brand or displayed product. Grazer and Keesling (1995) claimed that the use of sexual appeal in print ads create favourable responses and intention to purchase, contrary to the results of this survey. Similar results brought study of Severn, Belch and Belch (1990), which declare that sexual appeals results in stronger purchase intention than non-sexual appeals. But the difference is in the deepness of analysis. When we compared the variants of ad containing different levels of nudity, we found that the variant with naked model had more potential buyers than the other ones. On the other hand, when the factor analysis was used, it revealed that the buying intentions are not related to the respondents who have shown positive attitude towards the ad. Thus it is possible to conclude that deeper analysis revealed the missing piece of understanding. 5 CONCLUSIONS The paper based on summarization of relevant literature and outputs of own survey and data testing support the idea that men and women differ in the responses to sexual stimuli and that nudity can increase attention of consumer and in some cases has effect on purchase intention.

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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

According to the results of the survey, nude model is perceived in a different way by men and women in the context of their animation, feelings, perceived deviation of displayed ad and the perception of it as nice. Those attributes are emotional dimension. Cognitive (attention, focus, information) and conative (want/need and buy) dimension do not differ among gender. Factor analysis revealed four possible approaches to women nudity in advertising. The first factor was entitled Nudity admirers and can be described as people whose attention and feelings can be propelled by sexual content in advertising. The second factor named Focus & attention described that this kind of ad could do nothing else than attract respondent`s attention, focus and animation. The third factor Male feelings describe respondents who perceived displayed ad as animated, emotionalized, deviated from normal, but still nice. Fourth factor called Buyers represents respondents, who want advertised product and will most probably buy it, but displayed nudity does not affect it. We tested how sex of respondent affects overall impression about the ad and how it impacts AIDA model and the purpose to buy advertised product. We examined four variants of ad, but only the variant with naked women have shown valid results. The use of nudity in advertising attracts respondents, but has almost no influence on their desire or buying intentions regarding displayed product. REFERENCES 1. Atwan, R.; McQuade, D. and Wright, J. W. (1979), "Edsels, Luckies&Frigidaires : advertising the American way," New York: Delacorte Press. 2. Jones, M. Y.; Stanaland, A. J. and Gelb, B. D. (1998), "Beefcake and Cheesecake: Insights for Advertisers," Journal of Advertising, Vol. 27, No. 2, pp. 33-51. 3. O'Keefe, D. J. (2002), "Persuasion: Theory and Research," Thousand Oaks, CA: Sage Publications. 4. Peterson, R. A. and Kerin, R. A. (1977), "The Female Role In Advertising: Some Experimental Evidence," Journal of Marketing, Vol. 41, No. 3, pp. 59-63. 5. Alexander, M. and Judd, B. (1978), "Do Nudes In Advertisements Enhance Brand Recall?" Journal of Advertising Research, Vol. 18, No. 1, pp. 47-50. 6. Morrison, B. J. and Sherman, R. C. (1972), "Who Responds to Sex In Advertising?" Journal of Advertising Research, Vol. 12, No. 2, pp. 15-19. 7. Sciglimpaglia, D.; Belch, M. A. and Cain, R. F. (1978), "Demographic and Cognitive Factors Influencing Viewers Evaluations of 'Sexy Advertisements," Advances in Consumer Research, Vol. 6, pp. 62-66. 8. Belch, M. A.; Holgerson, B. E.; Belch, G. E. and Koppman, J. (1982), "Psychophysical and Cognitive Responses to Sex in Advertising," Advances in Consumer Research, Vol. 9, pp. 424-427. 9. LaTour, M. S. (1990), "Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response," Psychology and Marketing, Vol. 7, No. 1, pp. 6581. 10. LaTour, M. S. and Henthorne, T. L. (1993), "Female Nudity: Attitudes Toward the Ad and the Brand, and Implications For Advertising Strategy," Journal of Consumer Marketing, Vol. 10, No. 3, pp. 25-32. 11. Severn, J.; Belch, G. E. and Belch, M. A. (1990), "The Effects of Sexual and Non-Sexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness," Journal of Advertising, Vol. 19, No. 1, pp 14-22.
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12. Reichert, T. and Ramirez, A. (2000), "Defining Sexually Oriented Appeals in Advertising: a Grounded Theory Investigation," Advances in Consumer Research, Vol. 27, pp. 267-273. 13. Reichert, T.; Heckler. S. E. and Jackson, S. (2001), The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion, Journal of Advertising, Vol. 30, No. 1, pp. 1327. 14. MacInnis, D. J.; Moorman, C. and Jaworski, B. J. (1991), "Enhancing and Measuring Consumers Motivation, Opportunity, and Ability to Process Brand Information from Ads," Journal of Marketing, ro. 55, pp. 32-53. 15. Dianoux, C. and Linhart, Z. (2010), "The effectiveness of female nudity in advertising in three European countries," International Marketing Review, Vol. 27, No. 5, pp. 562-578. 16. Lombardot, E. (2007), "Nudity in Advertising: What Influence on Attention Getting and Brand Recall," Rechercheet Applications en Marketing, Vol. 22, No. 4, pp. 23-42. 17. Manceau, D. and Tissier-Desbordes, E. (2006), "Are sex and death taboos in advertising? An analysis of taboos in advertising and a survey of french consumer perceptions," International Journal of Advertising, Vol. 25, No. 1, pp. 933. 18. Vzina, R. and Paul, O. (1997), "Provocation in advertising: a conceptualization and an empirical assessment," International Journal of Research in Marketing, Vol. 14, pp. 177-192. 19. Reid, L.; Salmon, C. T. and Soley, L. C. (1984), "The Nature of Sexual Content in Television Advertising," in 1984 AMA Educators Proceedings, Russell Belk, ed., Chicago: American Marketing Association, pp. 214-216. 20. Dudley, S. C. (1999), "Consumer Attitudes Toward Nudity in Advertising," Journal of Marketing Theory and Practice, Vol. 7, No. 4., pp. 89-96. 21. De Pelsmacker P. and Van Den Bergh J. (1996), "The communication effects of provocation in print advertising," International Journal of Advertising, Vol. 15, No. 3, pp. 203-221. 22. Reichert, T.; LaTour, M. S. and Kim., J. Y. (2007), "Assessing the Influence of Gender and Sexual Self-Schema on Affective Responses to Sexual Content in Advertising," Journal of Current Issues and Research in Advertising, Vol. 29, No. 2, pp. 63-77. 23. Loroz, S. (2006), "The Generation Gap: A Baby Boomer vs. Gen Y Comparison of Religiosity, Consumer Values, and Advertising Appeal Effectiveness," Advances in Consumer Research, Vol. 33, pp. 308-309. 24. LaTour, M. S.; Pitts, R. E. and Snook-Luther, D. C. (1990), "Female Nudity, Arousal, and Ad Response: An Experimental Investigation," Journal of Advertising, Vol. 19, No. 4, pp. 51-62. 25. Thayer, R. E. (1978), "Toward a Psychological Theory of. Multidimensional Activation (Arousal)," Motivation and Emotion, Vol. 2, pp. 1-34. 26. Chestnut, R. W.; LaChance, C. C. and Lubitz, A. (1977, pre-1986), "The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements," Journal of Advertising, Vol. 6, pp. 11-14. 27. Baker, S. (1961), "Visual Persuasion: The effect of pictures on the subconscious," McGrawHill (series in marketing and advertising). 28. Courtney, A. E. and Whipple, T. W. (1983), "Sex stereotyping in advertising," Lexington, Mass.: Lexington Books. 29. Steadman, M. (1969), "How Sexy Illustrations Affect Brand Recall," Journal of Advertising Research, Vol. 22, No. 5, pp. 53-61. 30. Dianoux, C.; Kettnerov, J. and Linhart, Z. (2005), "Print Advertising in the Czech Republic and France: Homogeneous or Heterogeneous Practices?" Vienna: Institute of International Business and Business Administration. 31. Reichert, T. and Lambiase, J. (1999), "Cheesecake And Beefcake: No Matter How You Slice It, Sexual Explicitness In Advertising Continues To Increase," Journalism & Mass Communication Quarterly, Vol. 76, No. 1, pp. 7-20.
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International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

32. Nelson, M. and Paek, H. (2005), "Cross-Cultural Differences in Sexual Advertising Content in a Transnational Women's Magazine," Sex Roles, Vol. 53, No. 5/6, pp. 371-383. 33. Lysonski, S. (2005), "Sexism vs. Sexy: The Conundrum," International Journal of Advertising, Vol. 24, No. 1, pp. 116-119. 34. Muehling, D. D. (1987), "An Investigation of Factors Underlying Attitude-TowardAdvertising-in-General," Journal of Advertising, Vol. 16, No. 1, pp. 32-40. 35. Durvasula, S.; Andrews, J. C., Lysonski, S. and Netemeyer, R. G. (1993), "Assessing the Cross-national Applicability of Consumer Behavior Models: A Model of Attitude toward Advertising in General", Journal of Consumer Research, Vol. 19, No. 4, pp. 626-636. 36. Durvasula, S.; Lysonski, S. and Mehta, S. C. (1999), "A Cross-Cultural Comparison Of Cognitive Responses, Beliefs, And Attitudes Toward Advertising In General In Two Asian Countries," Journal of Marketing Management, Vol. 9, No. 3, pp. 48-59. 37. Derbaix, C. M. (1995), "The Impact of Affective Reactions on Attitudes Toward the Advertisement and the Brand: A Step Toward Ecological Validity," Journal of Marketing Research, Vol. 32, No. 4, pp. 470-479. 38. Coulter, K. (1998), "The Effects of Affective Responses to Media Context on Advertising Evaluation," Journal of Advertising, Vol. 27, No. 4, pp. 41-50. 39. MacKenzie, S. B.; Lutz, R. J. and Belch, G. E. (1986), "The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations," Journal of Marketing Research, Vol. 23, No. 2, pp. 130-143. 40. Kapferer, J. N. and Laurent, G. (1985), "Consumers' Involvement Profile: New Empirical Results", in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer Research, pp. 290-295. 41. Anderson, V. (2009), "Research Methods in Human Resource Management," London: Chartered Institute of Personnel Development. 42. Sex in Advertising.GALLUP & ROBINSON.G&R [online]. 2008 [accessed 2013-04-18]. URL: http://gallup-robinson.com/essay1.html 43. Maciejewski, J. (2004), "Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation by Generation Y College Students," Journal of Current Issues and Research in Advertising, Vol. 26, No. 2, pp. 97-105. 44. Grazer, W. F. and Keesling, G. (1995), "The Effect Of Print Advertisings Use Of Sexual Themes ON Brand Recall And Purchase Intention: A Product Specific Investigation Of Male Responses," Journal of Applied Business Research, Vol. 11, No. 3, pp. 47-58. 45. Dr.L.Vijay and B.Jayachitra, Customer Perception with Motor Cycles, International Journal of Marketing & Human Resource Management (IJMHRM), Volume 2, Issue 1, 2011, pp. 1 - 6, ISSN Print: 0976 6421, ISSN Online: 0976- 643X. 46. Chintan H Rajani, A Study To Explore Scope of Direct to Consumer Advertisement (Dtca) of Prescription Drugs in India, International Journal of Marketing & Human Resource Management (IJMHRM), Volume 3, Issue 1, 2012, pp. 19 - 28, ISSN Print: 0976 6421, ISSN Online: 0976- 643X. 47. A.Nithya, A Study on Effectiveness of Advertisements of Four Wheeler of Tata Motors Ltd, International Journal of Management (IJM), Volume 4, Issue 2, 2013, pp. 85 - 90, ISSN Print: 0976-6502, ISSN Online: 0976-6510

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