YOUNG PEOPLE’S PERCEPTIONS TOWARDS SEXUALITY IN ADVERTISING

Cristina Maria Balgaradean and Raluca Babut
Additional contact information
Cristina Maria Balgaradean: Babes-Bolyai University of Cluj-Napoca, Romania
Raluca Babut: Babes-Bolyai University of Cluj-Napoca, Romania

Management and Marketing Journal, 2015, vol. XIII, issue 1, 63-77

Abstract: Whether it`s subtle allusions or explicit images, whether it sells chocolate, cars or condoms, sexuality is more and more present in nowadays advertising. In this context, a series of questions become legitimate to be asked: Does sex sell? Are a provocative attitude, few clothes and explicit gestures efficient? Can they determine us to prefer a certain brand and buy it? In our study we analyze the Romanian college educated young people’s perceptions and opinions towards sexuality in advertising. The results were obtained through a qualitative research. More exactly, we organized two homogenous focus groups taking into account gender (one was made up of women and another of men), age (between 23 and 25 year-old), residence (urban environment) and education level (university studies). The conclusions are in line with the scientific literature and emphasize the difference between men and women regarding the perception towards sexuality in advertising.

Keywords: advertising; sexuality; nudity; young people’s perceptions; perfume advertisement (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.mnmk.ro/documents/2015_X1/6-8-1-15.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xiii:y:2015:i:1:p:63-77

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().