The Effect of Sexual Imagery in Advertising

M.Sc. Tanja Krsteva, PhD. Dragan Pavlovic-Latas


Sex in advertising or "sex sells" is the use of sex appeal in advertising to help sell a particular product or service. Sex is ubiquitous in advertising, yet little research has explored the effect of exposure to sexual imagery on preferences. Sexual imagery is used to sell everything from clothing to food to auto parts to financial products, and it is particularly used to appeal to young men (Reichert, Childers, and Reid 2012).

Keywords: sex in advertising, sex, romance, preference, devaluation, products.

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ISSN : 2251-1547