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

Abstract

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.
Pages145-167
Number of pages23
ISBN (Electronic)9780203824115
ISBN (Print)9780789037282
DOIs
StatePublished - Jan 15 2019

Keywords

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

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Arts and Humanities(all)
  • Social Sciences(all)

Fingerprint Dive into the research topics of 'A cross-cultural and cross-media comparison of female nudity in advertising'. Together they form a unique fingerprint.

Cite this