Male nudity in advertisements: A modified replication and extension of gender and product effects
Penny M. Simpson, Steven Horton, Gene Brown
Journal of the Academy of Marketing Science · 1996 · Volume 24 · Issue 3
Abstract
This article explores the relatively unknown effects of male nudity in print ads on selected consumer responses. A previously used experimental design that examines different model dress levels in conjunction with two different products was replicated to test dress level, respondent, and product effects. Multivariate analysis of variance results indicated that respondent gender and dress level of the model significantly affect measures of mood, attitude toward the advertiser, attitude toward the ad, and attitude toward the brand. These findings provide important information to advertisers considering using male nudity or suggestive poses in ads and provide support for oppositesex and product congruency effects found previously in other research.
Keywords
Congruency Effect, Purchase Intention, Consumer Research, Consumer Response, Advertising Effectiveness
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