Nudity of female and male models in primetime TV advertising across seven countries

This study partially replicates and extends previous research on nudity by examining TV advertising across multiple countries (Brazil, Canada, China, Germany, South Korea, Thailand and the United States) and by incorporating multiple factors (cultural values, advertising regulation and product type). Results show that female (but not male) nudity differed substantially across countries, and females were portrayed in greater states of undress than males. U.S. and Chinese commercials showed the lowest level of nudity, whereas German and Thai ads showed the highest level. Cultural values (masculinity/femininity) and advertising regulation (pre-clearance policy) explain only minimally the degree of model nudity in ads across the countries. Although each of the three factors offers some value for predicting degrees of male and female nudity, congruent product category appears to be the most significant predictor, supporting a match-up hypothesis and congruency theory. Results are discussed in terms of global advertising strategy.