Advertising and male nudity: An experimental investigation
R. Eric Reidenbach Ph.D., Ken W. McCleary Ph.D.
Journal of the Academy of Marketing Science · 1983 · Volume 11 · Issue 4
Abstract
This study examines the predictive capability of Peterson and Kerin's product/model congruency hypothesis when extended to the use of male models. The results indicate that too little male nudity and too much male nudity operate against the liking and belief of an ad. This is some-what consistent with the product/model congruency hypothesis but however, is not predictable. The authors conclude that the use of male nudity in advertising is a practice which requires further investigation before any consistent generalizations can be made.
Keywords
Product Type, Physical Attractiveness, Male Model, Advertising Research, Advertising Effectiveness
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