A cross-cultural and cross-media comparison of female nudity in advertising

Hye Jin Paek, Michelle R. Nelson

Research output: Chapter in Book/Report/Conference proceedingChapter


This study examines to what extent degrees of nudity presented in advertising differ across five countries (Brazil, China, South Korea, Thailand, and the U.S.). Content is examined by media type (TV vs. magazine) and product category (congruent vs. others). Results show that Thai and U.S. ads employ the highest degrees of nudity, whereas Chi- nese ads present the lowest degrees. Across all the countries, magazine ads and congruent-product ads employ higher degrees of nudity than TV ads and non-congruent product ads. The effect of product type on degrees of nudity is stronger in TV ads than in magazine ads and the interaction effect between media type and product type also varies across the countries. Our study provides richer and more specific implications for global advertising strategy with respect to representation of models and use of sex appeals.

Original languageEnglish (US)
Title of host publicationInvestigating the Use of Sex in Media Promotion and Advertising
PublisherTaylor and Francis Inc.
Number of pages23
ISBN (Electronic)9780203824115
ISBN (Print)9780789037282
StatePublished - Jan 15 2019


  • Advertising
  • Congruence
  • Content analysis
  • Crosscultural research
  • Female
  • Media
  • Nudity
  • Sex

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting
  • General Social Sciences


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