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EMAC 2020 Regional Conference

An experimental approach to analyzing gender, sex appeal and idealized bodies in advertising

Published: September 16, 2020


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


Sexual appeal; Advertisement; Gender


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.