Inappropriate or intriguing? The impact of demographics and psychographics on the attitudes of genders towards sexual imagery in press advertising

Essam Ibrahim, Rebecca Williamson, Abeer Hassan

Research output: Contribution to conferencePaper

Abstract

This study compares the male and female attitudes towards sexual imagery in press advertising and identifies the demographic and psychographic factors influencing their attitudes. Although this topic has received previous attention in literature, genders’ attitudes have not been exclusively compared and particularly not with a view to the factors influencing these attitudes. We employed qualitative methodology to gain a greater understanding of the participants’ views. The findings revealed the significance of gender and age on shaping consumers’ attitude. The contrast between male and female attitudes was undeniable, however overall interviewees implied their growing indifference to the genre.
Original languageEnglish
DOIs
Publication statusPublished - 2014
Event2014 Global Marketing Conference - Singapore, Singapore
Duration: 15 Jul 201418 Jul 2014

Conference

Conference2014 Global Marketing Conference
CountrySingapore
CitySingapore
Period15/07/1418/07/14

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