An experimental approach to analyzing gender, sex appeal and idealized bodies in advertising
(R2020-85178)

AUTHORS

Willian Feitosa, IFSP; Susana Silva, Universidade Católica Portuguesa; Carlos Lourenco, Fundacao Getulio Vargas; ´Noemi Sunago, FGV; Ligia Resende, FGV

KEYWORDS

Sexual appeal; Advertisement; Gender

ABSTRACT

This study evaluates the effect of using sex appeal on advertisements through two experiments, comparing gender perceptions. It was observed that advertisements with low sexual appeal were better evaluated, however, men better evaluate those with idealized female models, and women, with female models and with a non-idealized profile.