Inappropriate or Intriguing? The Impact of Demographics and Psychographics on the Attitudes of Genders towards Sexual Imagery in Press Advertising

Ibrahim, E. , Williamson, R. and Hassan, A. (2014) Inappropriate or Intriguing? The Impact of Demographics and Psychographics on the Attitudes of Genders towards Sexual Imagery in Press Advertising. In: Global Marketing Conference (GMC) Annual Conference, Singapore, 15-18 July 2014, pp. 894-900. (doi: 10.15444/GMC2014.04.07.04)

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Publisher's URL: http://kamsconference.org/2014/sub06_05.html?id=kams&code=20130603_165953_38753&o_mode=view&o_seq=56&ckattempt=2

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.

Item Type:Conference Proceedings
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Ibrahim, Mr Essam
Authors: Ibrahim, E., Williamson, R., and Hassan, A.
College/School:College of Social Sciences > Adam Smith Business School > Management
Published Online:18 July 2014

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