|dc.description.abstract||Sex has been utilized in advertising for as long as we can remember but it is only
since the 1990’s that it has become a popular marketing technique. In more recent
times the ‘sex sells’ strategy is not only becoming the norm but bands are coming to
exploit it in the hope for a greater reaction from consumers, the ‘shock’ factor.
This inductive, interpretivist approach used mainly quantitative methods with the
occasional qualitative questions looking at the attitudes of the millennial generation
towards the use of sex in advertising. This research aimed to gain an understanding
of this new consumer group and the way in which they viewed sex when considering
a purchase. As well as establishing whether attitudes are changing when comparing
results to previous generations. Questionnaires containing both qualitative and
quantitative questions were used to gather data on the attitudes of sexual content
used in advertising, the effect this is having on society and self perception as well as
if the presences of sex alters purchase intention and decision making. 100 participant
completed the questionnaire both male and females aged between 18 and 33.
The findings highlighted that men are more aware of the effects of sexualised media,
while women accept their position as sexualised objects. And while millennial men
are reluctant to compare themselves to sexualised images in the media. Women
cutinise themselves against these unrealistic beauty ideals, consequently changing
the way they look to adhere to societies view of the ideal image.
Although the research has highlighted the negative affects of sexualised media, both
genders recognised that this was a good way to promote and sell products with 82%
of participants never finding a sexualised image offending. However it was
concluded that the use of sex has little affect on consumer’s decision-making process
and consequently their desire to purchase.
This study provided recommendations for brands future advertising, suggesting they
should refrain from using violence and gender stereotyping, as well as presenting
women in a more positive light in order to boost women’s self image and
consequently retail sales.||en_US