Consumer attitudes towards female nudity in advertising: An empirical study

Marketing Theory

Volumn 5, Issue 4, 2005, Pages 397-432

  Beetles, Andrea C ^a   Harris, Lloyd C ^a  

^a CARDIFF UNIVERSITY   (United Kingdom)

Author keywords

advertising; gender; nudity

Indexed keywords

EID: 84990359412     PISSN: 14705931     EISSN: None     Source Type: Journal    
DOI: 10.1177/1470593105058822     Document Type: Article

References (62)

1. Aaker, D. and Bruzzone, D. (1985) ‘Causes of Irritation in Advertising’, Journal of Marketing 49(2): 47-57.
2. Artz, N. and Venkatesh, A. (1991) ‘Gender Representation in Advertising’, in Rebecca H. Holman and Michael R. Solomon (eds) Advances in Consumer Research Volume 18, pp.618-623. Provo: Association for Consumer Research.
3. Bakhtin, M. (1981a [1937-8]) ‘Forms of Time and Chronotapein the Novel’, in C. Emerson and M. Holquist (trans) TheDialogic Imagination: Four Essays, pp. 84-258. Austin, TX: University of Texas Press.
4. Bakhtin, M. (1981b [1934-5]) ‘Discourse in theNovel’, in C. Emerson and M. Holquist (trans.) The DialogicImagination: Four Essays, pp. 259-422. Austin, TX: University of Texas Press.
5. Bakhtin, M. (1984 [1965]) Rabelais and His World H. Iswolsky,trans. Bloomington, IN: Indiana University Press.
6. Berger, J. (1972) Ways of Seeing. Harmondsworth: Penguin.
7. Boddewyn, J. (1991) ‘Controlling Sex and Decency in Advertising Around the World’, Journal of Advertising 20(4): 25-35.
8. Brown, S., Stevens, L. and Maclaran, P. (1997) ‘If I Said You Had a Beautiful Body: Literary Theory, MikhailBakhtin and the Gender Agenda’, in R. Ashford et al. (eds) Marketing without Borders, pp. 113-128. Proceedings 1st Annual Academy of Marketing Conference,Manchester University.
9. Burnett, J.J. (2000) ‘Gays: Feelings about Advertising and Media Used’, Journal of Advertising Research 40(1/2): 75-84.
10. Elliott, R., Eccles, S. and Hodgson, M. (1993) ‘Re-coding Gender Representation: Women, Cleaning Products, andAdvertising’s “New Man”’, International Journal of Research in Marketing 10: 311-324.
11. Elliott, R. and Elliott, C. (2005) ‘Idealized Images of the Male Body in advertising: AReader-response Exploration’, Journal of Marketing Communications 11(1): 3-19.
12. Gilly, M. (1988) ‘Sex Roles in Advertising’, Journal of Marketing 52: 75-85.
13. Goffman, E. (1979) Gender Advertisements. New York: Harper/Colophon Books.
14. Grier, S.A. and Brumbaugh, A.M. (1999) ‘Noticing Cultural Differences: Ad Meanings Created by Target andNon-Target Markets’, Journal of Advertising 27(1): 79-93.
15. Hall, S. (1997) Representation: Cultural Representations andSignifying Practices. Milton Keynes: Sage(in association with The Open University Press).
16. Henthorne, T. and LaTour, M. (1995) ‘A Model to Explore the Ethics of Erotic Stimuli in Print Advertising’, Journal of Business Ethics 14: 561-569.
17. Hoggart, R. (1979) ‘Foreword’, in E. Goffman Gender Advertisements. New York: Harper/Colophon Books.
18. James, A. (2003) ‘Gender and Marketing: The Absence of Women in Advertising’, unpublished MBA dissertation, Cardiff University.
19. Joy, A. and Venkatesh, A. (1994) ‘Postmodernism, Feminism, and the Body: The Visible and theInvisible in Consumer Research’, International Journal of Research in Marketing 11: 333-357.
20. Kacen, J. and Nelson, M. (2002) ‘We’ve Come a Long Way Baby - Or Have We? Sexism in Advertising Revisited’, in P. Maclaran and E. Tissier-Desbordes (eds) Proceedings of the 6th Conference on Gender, Marketing andConsumer Behaviour, pp. 291-308. Paris: ESCP-EAP.
21. Kaplan, E.A. (1984) ‘Is the Gaze Male?’ in A. Snitow, C. Stansell and S. Thompson (eds) Desire: The Politics of Sexuality, pp.321-338. London: Virago.
22. Kates, S. (1999) ‘Making the Ad Perfectly Queer: Marketing‘Normality’ to the Gay Men’s Community?’, Journal of Advertising 28(1): 25-37.
23. Kitzinger, J. and Barbour, R. (1999) ‘Introduction: The Challenge and Promiseof Focus Groups’, in R. Barbour and J. Kitzinger (eds) Developing Focus Group Research, pp.1-20. London: SAGE.
24. LaTour, M.S. and Henthorne, T.L. (1994) ‘Ethical Judgements of Sexual Appeals in Print Advertising’, Journal of Advertising 23(3): 81-90.
25. LaTour, M., Pitts, R. and Snook-Luther, D. (1990) ‘Female Nudity, Arousal and Ad Response: An Experimental Investigation’, Journal of Advertising 19(4): 51-62.
26. Lundstrom, W.J. and Sciglimpaglia, D. (1977) ‘Sex Role Portrayals in Advertising’, Journal of Marketing 14 (July): 72-79.
27. Malhotra, N. and Birks, D. (2000) Marketing Research: An Applied Perspective. Harlow: Pearson Education.
28. Merton, R., Fiske, M. and Kendall, P. (1990) The Focused Interview. New York: The Free Press.
29. Morgan, D.L. (1997) Focus Groups as Qualitative Research, 2nd edn. Thousand Oaks, CA: SAGE.
30. Nead, L. (1992) The Female Nude: Art, Obscenity and Sexuality. London: Routledge.
31. O’Donohoe, S. (1994) ‘Postmodern Poachers: Young AdultExperiences of Advertising’, unpublished PhD thesis, University of Edinburgh.
32. O’Donohoe, S. (2000) ‘Women and Advertising: Reading theRelationship’, in M. Catterall, P. Maclaran and L. Stevens (eds) Marketing and Feminism: Current Issues and Research, pp.75-93. London: Routledge.
33. Oakley, A. (1981) ‘Interviewing Women: A Contradiction in Terms’, H. Roberts (ed.) Doing Feminist Research, pp. 30-61. London: Routledge.
34. Oxford English Dictionary (1983) Oxford: Oxford University Press.
35. Peterson, R.A. and Kerin, R.A. (1977) ‘The Female Role in Advertisements: Some Experimental Evidence’, Journal of Marketing 41 (October): 59-63.
36. Pollock, G. (2001 [1977]) ‘What’s Wrong withImages of Women?’, in M. Alvarado, E. Buscombe and R. Collins (eds) Representation and Photography: A Screen Education Reader,pp. 76-86. Basingstoke: Palgrave.
37. Reichert, T. (2003) ‘What is Sex in Advertising? Perspectivesfrom Consumer Behaviour and Social Science Research’, in T. Reichert and J. Lambaise (eds) Sex in Advertising: Perspectives on the Erotic Appeal,pp.11-38. Mahwah, NJ: Laurence Erlbaum Associates.
38. Reichert, T. and Ramirez, A. (2000) ‘Defining Sexually Oriented Appeals in Advertising: A Grounded Theory Investigation’, in Stephen J. Hoch and Robert J. Meyer (eds) Advances in Consumer Research Volume 27, pp.267-273. Provo: Association for Consumer Research.
39. Richmond, D. and Hartman, T. (1982) ‘Sex Appeal in Advertising’, Journal of Advertising Research 22: 53-61.
40. Ross Muir, A. (1988) ‘The Status of Women Working in Film andTelevision’, in L. Gamman and M. Marshment (eds) The Female Gaze, pp. 143-152. London: The Women’s Press.
41. Schroeder, J.E. (2002) Visual Consumption. London: Routledge.
42. Schroeder, J.E. and Borgerson, J.L. (1998) ‘Marketing Images of Gender: A Visual Analysis’, Consumption, Markets and Culture 22(2): 161-201.
43. Schroeder, J.E. and McDonagh, P. (2004) ‘Visual lifestyles: Sex, technology and marketing representationin digital photography’, in L. Scott and C. Thompson (eds) Proceedings of the 7th ACR Conference on Gender, Marketing andConsumer Behaviour, URL (consulted 1 March 2005): http://www.bus.wisc.edu/acrgender/
44. Schroeder, J.E. and Zwick, D. (1999) ‘Consuming Masculinity: Advertising, the Gaze, and Male Bodies’, paper presented at the Annual Conference of the Association forConsumer Research, Columbus, OH.
45. Scott, L. (1994) ‘The Bridge from Text to Mind: Adapting Reader-Response Theory toConsumer Research’, Journal of Consumer Research 21 (December): 461-480.
46. Severn, J., Belch, G. and Belch, M. (1990) ‘The Effects of Sexual and Non-sexual Advertising Appeals andInformation Level on Cognitive Processing and Communication Effectiveness’, Journal of Advertising 19(1): 14-22.
47. Showalter, E. (1977) A Literature of Their Own: British Women Novelistsfrom Bronte to Lessing. Princeton, NJ: Princeton University Press.
48. Simpson, P.M., Horton, S. and Brown, G. (1996) ‘Male Nudity in Advertisements: A Modified Replication andExtension of Gender and Product Effects’, Journal of the Academy and Marketing Science 24(3): 257-262.
49. Spence, J. (2001 [1978-9]) ‘What Do People Do All Day?Class and Gender in Images of Women’, in M. Alvarado, E. Buscombe and R. Collins (eds) Representation and Photography: A Screen Education Reader,pp. 128-147. Basingstoke: Palgrave.
50. Stern, B. (1989) ‘Literary Criticism and Consumer Research: Overview andIllustrative Analysis’, Journal of Consumer Research 16 (December): 322-334.
51. Stern B. (1991) ‘Two Pornographies: A Feminist View ofSex in Advertising’, in R.H. Holman and M.R. Solomon (eds) Advances in Consumer Research Volume 18, pp.384-391. Provo: Association for Consumer Research.
52. Stern, B. (1999) ‘Gender and Multicultural Issues in Advertising: Stages on theResearch Highway’, Journal of Advertising 28(1): 1-9.
53. Stern, B. (2000) ‘Advertisements as Women’sTexts: A Feminist Overview’, in M. Caterall, P. Maclaran and L. Stevens (eds) Marketing and Feminism: Current Issues and Research, pp.57-74. London: Routledge.
54. Stern, B. and Holbrook, M. (1994) ‘Gender and Genre in the Interpretationof Advertising Text’, in J. Costa (ed.) Gender and Consumer Behaviour, pp.11-47. Beverly Hills, CA: SAGE.
55. Strauss, A. and Corbin, J. (1998) Basics of Qualitative Research: Techniques andProcedures for Developing Grounded Theory, 2nd edn. Thousand Oaks, CA: SAGE.
56. Tinkham, S.F. and Reid, L.N. (1988) ‘Sex Appeal in Advertising Revisited: Validation of a Typology’, in J. Leckenby (ed.) Proceedings of the 1988 Conference of The American Academy of Advertising, pp. 118-123. Austin, TX: American Academy of Advertising.
57. Tissier-Desbordes, E. and Manceau, D. (2002) ‘Female Nudity in Advertising: What do French Women Think’, in P. Maclaran and E. Tissier-Desbordes (eds) Proceedings of the 6th Conference on Gender, Marketing andConsumer Behaviour, pp. 85-104. Paris: ESCP-EAP.
58. Treneman, A. (1988) ‘Cashing in on the Curse: Advertising andthe Menstral Taboo’, in L. Gamman and M. Marshment (eds) The Female Gaze, pp. 153-166. London: The Women’s Press.
59. Vezina, R. and Paul, O. (1997) ‘Provocation in Advertising: A Conceptualisation and An Empirical Assessment’, International Journal of Research in Marketing 14: 177-192.
60. Warren, J. (2003) ‘Famous Faces of Fashion’, Daily Express 22 August: 45.
61. Wright, P. (1986) ‘Schemer Schema: Consumers’Intuitive Theories about Marketers’ InfluenceTactics’, in R. Lutz (ed.) Advances in Consumer Research, pp.1-3. Provo, UT: Association for Consumer Research.
62. Yin, R.K. (2003) Case Study Research: Design and Methods. Thousand Oaks, CA: SAGE.