Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Sex in advertising: how it influences young men and women
2004 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Companies make use of sexual appeal in advertising more now than ever. Very little research has been conducted of how the youth react to this and therefore, the purpose of this study is to gain a better understanding of how the youth perceive sex in advertising. More specifically, it deals with how the youth define and perceive sexual appeal in advertising. The study has a qualitative approach and the empirical data was gathered through two focus group interviews with students from Örnen high school in Luleå. The findings and conclusions of this study indicated that there are gender differences of how the youth define and react to sex in advertising. Young men tend to be more focused on physical attractiveness while young women focus more on other factors such as movement. Furthermore, our conclusions suggest that there are differences of how young women and men perceive sex in advertisement. Our findings suggest that young men are not as affected as young women concerning buying behavior and self-confidence by the sexual appeals in advertisements.

Place, publisher, year, edition, pages
2004.
Keyword [en]
Social Behaviour Law, sex, advertising, advertisments, sexual appeal
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-47843ISRN: LTU-SHU-EX--04/167--SELocal ID: 559458c2-59a9-4910-8e40-bd7858e9aca9OAI: oai:DiVA.org:ltu-47843DiVA: diva2:1021172
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(1001 kB)2111 downloads
File information
File name FULLTEXT01.pdfFile size 1001 kBChecksum SHA-512
874c7eb22137da4e5b721457335ff12c2a387c3173dc840d6670656ce5f152e5ebe679b41909e4ae066a4cc44106256cf6e02859d4603eac775fd27fc6884a80
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 2111 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 194 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf