Reichert et al. (2001) define sexual appeals as messages that are associated with sexual information and that sexual thoughts or feelings. Reichert (2002) identifies five forms of sexual content in advertising: body display, sexual behaviour, contextual factors, sexual referents, and sexual embeds and symbolism. 1.2 Body display Body display mainly refers to the model’s body or clothing, often defined in advertising as Soley and Reid (1988) identify four different dimensions of nudity. is Demute dress “nudity”. characterised by dress” excluding evening clothing such as mini-skirts. Suggestive “everyday is the one that exposes cleavage or chests and includes short shorts, muscle dress “mini-skirts, shirts” (p.962). is defined as in bathing suits, wearing under apparel and Partially clad “models three-quarter length or shorter lingerie”. And finally the category is characterized by nude unclothed models, including silhouettes, translucent under apparel and lingerie” (p.962) (see Appendix II, Exhibit 1). In study Reichert and Ramirez (2000) investigate the topic and research on how respondents identify an advertising they consider contains sexual appeal and which characteristics of the ad made them perceive it as such. The characteristic (which is identical to the Physical Features was mentioned by the majority of respondents, 65%, as decisive in perceiving an Body display) advertisement as “sexual”. 1.2 Sexual Behaviour In the same study (Reichert and Ramirez, 2000), sexual behaviour was mentioned by 39% of the respondents. Description of this characteristic included behaviour of the model in such a way that it evokes viewer’s sexual interest. Flirting, dancing and shaving were associated with sexual behaviour, as well as the nature of the model’s attitude which could be described as provocative, fun-loving etc. Furthermore, sexual behaviour includes type of voices, i.e. what or how something is said in the advertisement. A very popular commercial for Clairol’s Herbal Essences shampoo from 1995 illustrates the latter: it features a female model washing her hair in the shower who verbally expresses feelings of joy and finally loudly says Yes! Yes” which “Yes! clearly suggested sexual activity.
Reichert et al. (2001) define sexual appeals as messages that are associated with sexual information and that sexual thoughts or feelings. Reichert (2002) identifies five forms of sexual content in advertising: body display, sexual behaviour, contextual factors, sexual referents, and sexual embeds and symbolism. 1.2 Body display Body display mainly refers to the model’s body or clothing, often defined in advertising as “nudity”. Soley and Reid (1988) identify four different dimensions of nudity. Demute dress is characterised by “everyday dress” excluding evening clothing such as mini-skirts. Suggestive dress is the one that exposes cleavage or chests and includes “mini-skirts, short shorts, muscle shirts” (p.962). Partially clad is defined as “models in bathing suits, wearing under apparel and three-quarter length or shorter lingerie”. And finally the nude category is characterized by unclothed models, including silhouettes, translucent under apparel and lingerie” (p.962) (see Appendix II, Exhibit 1). In study Reichert and Ramirez (2000) investigate the topic and research on how respondents identify an advertising they consider contains sexual appeal and which characteristics of the ad made them perceive it as such. The Physical Features characteristic (which is identical to the Body display) was mentioned by the majority of respondents, 65%, as decisive in perceiving an advertisement as “sexual”. 1.2 Sexual Behaviour In the same study (Reichert and Ramirez, 2000), sexual behaviour was mentioned by 39% of the respondents. Description of this characteristic included behaviour of the model in such a way that it evokes viewer’s sexual interest. Flirting, dancing and shaving were associated with sexual behaviour, as well as the nature of the model’s attitude which could be described as provocative, fun-loving etc. Furthermore, sexual behaviour includes type of voices, i.e. what or how something is said in the advertisement. A very popular commercial for Clairol’s Herbal Essences shampoo from 1995 illustrates the latter: it features a female model washing her hair in the shower who verbally expresses feelings of joy and finally loudly says “Yes! Yes! Yes” which clearly suggested sexual activity.
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