Perception of sex appeal in print advertising by young female Anglo-Saxon and second generation Asian-Islamic British

Veloutsou, C. and Ahmed, S.R. (2005) Perception of sex appeal in print advertising by young female Anglo-Saxon and second generation Asian-Islamic British. Journal of Promotion Management, 11(2/3), pp. 91-111. (doi: 10.1300/J057v11n02_07)

Abstract

The aim of this research, is to provide empirical data to either support or challenge the view that subculture has an impact on how sex appeal in advertising is perceived. It looks at young females of two specific British subcultural groups, Anglo-Saxon and Asian-Islamic British. It reveals that there are differences in the perception of sex appeal, since the Asian-Islamic British have a rather more negative attitude towards this particular appeal, while the Anglo-Saxon have a much more positive attitude towards it.

• Item Type: Articles
• Additional Information: This is an electronic version of an article published in First published in Journal of Promotion Management 11(2/3):91-111. The Journal of Promotion Management is available online at: http://www.haworthpress.com/
• Keywords: Sex appeal, subculture, advertising
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra
• Authors: Veloutsou, C., and Ahmed, S.R.
• Subjects: H Social Sciences > HM Sociology
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Promotion Management
• Publisher: Haworth Press
• ISSN: 1049-6491
• Copyright Holders: Copyright © 2005 Haworth Press
• First Published: First published in Journal of Promotion Management 11(2/3):91-111
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher.