Consumer Responses to Sex in Advertising

Consumer Responses to Sex in Advertising Abstract: This study analyses the Chinese and British consumers responses to sexual content in advertisements, the advertised brand and consumers buying intentions towards the brand. Focus groups will be the principle research method used in this study, totally 32 Chinese and British participants (including 16 male 16 female) will attend the focus groups discussion. The purpose of this study is to examine the differences in the effect of sex appeal on advertising and brand evaluation between Chinese and British consumers. This investigation will also explore whether gender or product involvement will have any significant relationship with consumers attitudes regarding different sex appeal ads. Rationale for the research Advertising is an important global marketing strategy, it is important for managers to know whether they can use standard advertisements in each of the places where their brands are sold or whether they need to à ¢Ã¢â€š ¬Ã…“localiseà ¢Ã¢â€š ¬? the advertisements my modify them to adapt the local cultural. The appearance and popularity of using sexual appeals in advertising has become a serious issue in the last 50 years. When using sex in international advertising, it is important to figure out whether sex appeal could be adopted cross national. Whether the effect of using sex in commercials is vary by country and cultural background. The main goal of the present study is to examine how the effect of sex contained advertising and consumers attitude toward these advertising and associated brand vary in different cultures by comparing Chinese and British consumer responses. There are many differences in social systems, cultural backgrounds and marketing and economic approaches betw een these two countriesChina is considered one of the largest developing countries in the world which has made it a target market for manufacturers from around the world in recent decade, whereas the United Kingdom is a highly developed Western country and is one of the main exporters to the Chinese market. The overall research objectives were defined as follows: 1. Fill the existing Gap in Chinese Research into Sex and Advertising Compared to the British regulators of the 1990s and early 2000s (Independent Television Commission, Broadcasting Standards Commission and the Radio Authority) which carried out a number of studies into the consumers attitude and responses toward sexual content in advertisements, the study in this area in China has been rare. One of the purposes of this research is to gain a comprehensive understanding of Chinese consumers responses of sex appeal advertising; what are the responses of Chinese audiences when they are exposed to sex appeal advertising? Does sex in commercials sell for Chinese consumers? This study could help the managers who targeting Chinese market understand the attitude and responses of the specific type of sexual content in advertising. This study will also investigate the specific type of sexual appeal which might cause public offence. Recognizing the audiences attitude and acceptance of specific sexual content in advertising might increase the effectiveness of usi ng sex appeal in television in Chinese market. 2. To understand the differences and similarities of consumer responses exist in both countries. Through a comparison of British and Chinese consumer responses, the difference and similarities that exist in these two countries will be outlined. This work will contribute to the understanding of how sexual appeal work differently by countries and by genders. Research Questions RQ1. What are the key differences in responses toward sex appeal advertising, brand, and buying intention between Chinese and British Consumers? RQ2. Whether gender is a significant variable in consumer responses to sex contained advertising? RQ3. Whether product type is a significant variable in consumer responses to sex contained advertising? Literature Review The definition of sex in advertising Since the 1800s, markets and advertisers have used sexy words and images to sell certain products. Along with the emergence and popularity of sexual advertisements, numerous studies have been carried out in this field. American social scientist Byrne (1982) deemed that sexual advertisements are a type of advertising with ascribed sexual meaning. Courtney and Whipple (1983:p.103) defined sex in advertising as à ¢Ã¢â€š ¬Ã…“sexuality in the form of nudity, sexual imagery, innuendo, and double entendreà ¢Ã¢â€š ¬Ã‚ ¦ employed as an advertising tool for wide variety for products.à ¢Ã¢â€š ¬? As noted by Gould (1994), sex in advertising is typically visual (physically attractive models, depictions of sexual behavior with partners or alone) but can also include verbal innuendo and explicit copy. In 2001, Reichert et al. cited that in the context of advertising, sex has been general considered as a tool of persuasion to draw attention to certain products or brands. By its very nature, advertising is a form of persuasion communication. (Thorson, 1990), As such, sex could be used to as persuasive message to promote products and brands. In 2003, Reichert pointed out that sex in advertising can be thought of as a sexual appeal that involve many factors and forms such as nudity, physical attractiveness, sexual behavior and double entendre (Reichert, 2003). Whatever presentation of the sex, the important underlying conceptual commonality is that the information evokes sexual thoughts and feelings in the viewer (Reichert, 2003: 234). Does sex sell? The previous study indicated that with sexy illustrations advertising can effectively grab consumers attention and improve recall of the commercial message. Sexual appeals have been shown to be more attention. Marketing researchers in this area investigated reactions of individuals to certain sexual appeals in advertising and explored reveal how sexual stimuli evoke reactions in individuals, and how these reactions may influence consuming behaviors. The goal of an advertisement is to promote products or services in an effective manner to attract the most people. If an advertisement cannot grab peoples attention, then it cannot affect their likelihood to buy that product. Thus, advertisers seek to make their commercials noticeable to their audiences. Consequently, marketing studies in this area often investigated whether marketing effectiveness of sexual advertising is improved by comparing audiences attentions between sexual and non-sexual advertising. In other words, these studies try to find whether sex appeals could increase the chance for ads for grabbing consumers attention then arousing their buying intention. The impact of sexual appeals on brand name recall and brand evaluation are also important themes in this field. Berceid and Walster (1994) investigate the power of the physical attractiveness. They found attractive people are usually rated as more desirable, respectable and influential than less attractive people. This psychological evidence on the power of physical attractiveness supports the potential commercial value of using sexy models to promote products in advertising. Alexander and Judd (1978) found that nudity and erotic content in ads can increase consumer attention to an advertisement but not necessarily enhance the brand recall and brand evaluation. In the study carried out by Marilyn et al. (1998), sexual appeals have been found to be more attention-getting, likeable, dynamic and more likely to increase a consumers interest in the topic than were nonsexual appeals. The previous research shows that with sexy illustrations advertising can effectively grab consumers attention and improve recall of the commercial message. Sexual appeals have been shown to be more attention. However, sexual appeals that are attention grabbing can also fail to enhance brand recall and brand evaluation of advertising. Many studies found that brand recall from non-sex-containing advertising is higher than that from adverts that do contain sexual content (Steadman 1969; Alexander Judd, 1978; Courtney Whipple, 1983). Individual Difference and Product Type Previous study indicated that individual differences of consumers and product type promoted in ads should be considered when predict the effectiveness of using sexual appeal in commercials. The gender differences and different cultural background of consumers could impact their attitude toward sex contained advertising, moreover, the different product type promoted in sex appeal ads could influence consumers attitude as well. Male and female represent distinct differences when they were exposed to sexual content. Men showed more tolerance of sexual theme and content, meantime, their attitude toward sex appeal ads itself and associated brand were more positive than their women counterparts (Steadman, 1991). In 2004, Pope et al. considered gender differences as an independent variable of impact on consumers attitudes toward sex appeal advertisements. The finding indicated that compared to males, female consumer were more tended to responses positively to mild sexual appeal in adverts. The cultural background is another important capricious in consumer responses to sex appeal ads. People from different countries have distinct attitudes and opinions of sexual content contained in commercials. The research shows that in continental European countries, such as Denmark, Germany, Italy and France, consumers generally showed tolerance of nudity in advertisements (Frith Mueller, 2003). In fact, according to a focus groups survey launched out by Tissier-Desbordes and Manceau (2002), French women typically regard female nudity and sexuality as aesthetic rather than sexual and erotic appeal. Wheras, Fetto (2001) carried out a public opinion survey in the U.S. focuses on peoples opinion toward sexual image in print advertising, majority people express that they do not like much sex in print ads and will boycott products which applied sexual appeal to promote. Meanwhile, compared to the U.S. consumer, British consumer showed an even stricter attitude toward female nudity in commercials (ITC, 2003). The previous research also indicated that influenced by traditional social and cultural values, people who live in countries in Asia and the Middle East tend to be more conservative than the US and Europe with respect to sexual content in adverts ( Frith Mueller, 2003). In addition, people were more likely to accept products and have positive attitude toward brand when they could see clear congruence between the products and the sexual content. Beauty and personal care products could easily be associated with sexual content and so increase the recall and acceptance among audiences (Gunter; 2002; Cheng, 2002). When consumers could not found clear relationship between the product type and sexual content they were more easily to be offended and harm the brand evaluation. The Sexual Content Might Cause Public Offence in Britain and China In Britain, IBA (Independent Broadcasting Authority) carried out a serious public opinion surveys in 1980s. This work was concerned, especially, with the publics acceptance not just of sexual treatments in advertising, but with the advertising of products that were associated directly or indirectly with sexual matters (Independent Broadcasting Authority (IBA, 1988). The finding shows people find advertisements that featured sexual matters or promoted products for personal hygiene deeply offensive, only 16% audiences admitted that they had been offended by advertisements. The greatest source of these offensive advertisements is related to nudity or sexual content. The majority of audience (70%) said they would not feel embarrassed by watching sanitary protection products on screen. In a later survey, more than 1,1000 UK television viewers were asked if they had ever been offended by television advertisements in this study. Most people expressed they did not think AIDS, contraceptives or condoms advertisements would cause offence. However, majority of British Viewers felt uncomfortable when faced by advertisements for homosexual advice services and Homosexual related products. In 1994, ITC research comprised focus groups and depth interviewer to investigate audiences attitude toward different degrees of nudity in advertising. The finding indicated that nudity was regarded as more acceptable when it was relevant to the product and appeared after 9 pm. The data of focus groups revealed that the suggestive and partially nude seems to could be accepted by audience in any time, semi nude and back nude could be accepted after 9pm, full-frontal nude and sexual intercourse imply or explicit scenes were unacceptable by audience (ITC 1998). In 2004, British researcher Andrea and Lloyd carried out a focus groups survey to examine the consumer attitudes towards female nudity in advertising. The data from focus groups that consumers are more accepting of female nudity in adve rtising when they see a clear congruence between the sexual content and the product, message or positioning. There have been many fewer public opinion surveys on sex contained commercials in China. The only substantial studies we have located are that conducted by Cheng in Hong Kong in 2002. This survey used questionnaire which aimed at identifying what kind of advertisements consumers find offensive. The finding indicates that commercials promote contraceptive products were considered as more offensive than ads about female and males underwear. This study also pointed out that whether an audience will feel offended by advertising on the appeal than the product itself. Relevance to my study The review of previous research may contain clues about how specific aspects of advertising can exert effects on consumers. It provides useful inputs to methodology. The review of previous studies in this field could help to understand that how consumers responses to sex appeal should be studied and analyzed. Three important elements, attitudes towards the ad, the brand and buying intention were adopted for testing the effectiveness of sex appeal in this study. The review of relative gender-role stereotyping studies offers the theoretical basis for examining the men and womens different attitudes when they were exposed to sex contained advertisement. In addition, the previous cross-national comparison work, especially those compare sexy advertising in western and eastern cultural context, offers more detail what we already know about cross-national comparison into consumers responses to sex appeal advertising. Methodology Given the nature of my project, qualitative research approach would be the best way to fully tackle the research questions. This paper will apply focus groups to examine peoples attitude and opinion toward sex in advertising. It also tries to explain the differences existed in the Chinese and British consumer towards sexual appeal advertising. Participants For focus groups, Chinese and British participants will attended in group session to discuss their opinion and attitude toward sexual appeal in advertising base on their individual experiences. In total, 32 participants will take part in this study and were divided into 4 groups: Chinese females, Chinese males, British males, and British females. All participants are university students in LSC. Procedure Each of group would be asked to watch several advertisements contained different level of sexual content. Some advertisements only contain mild sexual content such as soft kissing, embracing, and suggestive nude), others contain high level sex appeals such as half nude, making out and sexual intercourse implied). The product types promoted in those sex contained ads are varying from beauty and personal care stuffs to electronic products. After that, participants would answer questions regard to their attitudes toward ads itself, brand and buying intention, and each participants will be required to discuss the question with others. Focus group will run for around 90 minutes. All discussion will be taped for data analyzing.

painting: the lost art? :: essays research papers

Painting: The Lost Art? I feel very strongly that there is an indifference to painting in today’s society. In today’s technology age, a high value is not placed on aesthetics such as painting. American society is drawn more to television programs and sporting events than to operas and art galleries. Very few paintings or other works of art would garner massive publicity in today’s society. The artwork would have to stimulate the mind in a negative way to receive any attention at all. It would have to spark a major controversy by being vulgar or politically incorrect in some other way to spark conversation about it. American society, in particular, is drawn to conflict as opposed to appreciating a work of art for its aesthetic brilliance. Painting is nearly dead in toady’s society. Most people view only music as an art form and place a high value on it. Painting is left to only school projects or murals on abandoned buildings. It is often overlooked and under appreciated. Painting cannot be appreciated by mainstream America because we are not educated on all of its intricacies. Public knowledge of painting and art as a whole is dismally low, and there is an indifference to painting mainly because people don’t understand it. Many people don’t know what to look at, or what to look for when observing a painting, and therefore cover up their lack of knowledge by overlooking painting as an art form. Many American critics of today’s society would not have been able to appreciate Manet’s Luncheon on the Grass or Monet’s Impression Sunrise, because of its impressionist style. It would be viewed as â€Å"ugly† or â€Å"unattractive† because so many fine details were left off. People of today’s society would not take the time to sit down and try to interpret the art that Monet was trying to display on the canvas. Americans of today want everything handed to them and would not have wanted to pick their brain to try to figure out exactly what Monet was trying convey to us as the viewer. Many Americans probably wouldn’t want so many of the details of Impressionism left off. They would want to look at it, interpret it at face value and leave it alone. They wouldn’t take the time to â€Å"read between the lines† of the painting, looking for hidden meanings and intricate details. I feel very strongly that in today’s society, painting has taken a backseat to the Internet and rock concerts.

Cybercrime & Computer Crime Research Center

The internet has increasingly become a convenient avenue for commitments of crimes in the ever sophisticated information age. This is due to the defining characteristics of the online world where one can interact without physical contact. A computer consultant in Utah was sentenced to five years in prison for stealing 2 million dollars from a credit company where he worked (Computer Crime Research Center).In another incident, Jeffrey Lee Parson who pleaded guilty to charges of unleashing part of a worm that caused chaos in the internet in 2003 got off with 18 to 37 months in jail (Computer Crime Research Center) In most cases of cybercrime, the punishment does not fit the crime. The damages by computer users in the hands of cybercrime offenders are very real and so the penalties should also be as real. This paper will attempt to discuss and draw more light on this issue. This paper will attempt to discuss and draw more light on the issue of cybercrimes and some of the proposed soluti ons that have been suggested to counter the cyberterrorism.Problem Definition According to the Computer Crime Research Center, the penalty for illegally accessing a computer ranges from 6 months to 5 years. The penalty for illegal system access ranges from 5 to 10 years of imprisonment. Communication interception, offensive material dissemination and telecommunication piracy crimes carry punishment of 1 to 5 years. Individuals who hack computer and computer devices get an imprisonment of up to 3 years or a fine (Computer Crime Research Center. An act of trying to gain access to a government protected system, results in a 10 year imprisonment and a heavy fine.Over the years this penalties have been made more severe, but the question still remains on whether they are still too lenient (Computer Crime Research Center). Cybercrime is the criminal exploitation of the internet. According to research carried out by the National Computer Security Association (NCSA) in 1996 two out of three U. S. companies were affected greatly by viruses. 3-5 billion dollar losses were incurred in the United States annually in the late 1980s as a result of computer abuse. With advancement in technology, newer and more complicated crimes have emerged which usually go unprosecuted.Cybercrime can be categorized into violent or potentially violent criminals, and nonviolent crimes (Shinder & Cross, 15). Types of violent or potentially violent crimes include: Cyber stalking, cyber terrorism, and child pornography. Cyber terrorism refers to deliberate politically motivated violence committed against innocent people by individuals, group(s) of people through computer networks. It involves use of the internet to convey information to be used in violent activities as well as recruiting members to terrorist groups through Web sites.In extreme cases, it could include interrupting computer systems used in air traffic control to cause planes to crash or collide; sabotaging the computer system contr olling water treatment so as to cause contamination of water supplies. It also includes hacking into hospital database and deleting or changing information that could result in incorrect or dangerous treatment of patients (Shinder & Cross, 15). Cyber stalking is a form of electronic harassment which involves implied physical threats which create fear in the victim. It mostly targets people in a certain race, gender, religion or social status.Paparazzi use the internet to stalk celebrities and get unauthorized access to confidential information on them in order to blackmail them. People from a particular race are harassed by distribution of hate e-mails through the internet; this often occurs in chat rooms and news groups. Child pornography becomes a cyber crime when computers and networks are used to create, distribute and access pornographic materials that use minor children. Child pornography is considered a violent crime because sexual abuse is practiced in order to produce porno graphic materials.Any related activity to enhance child pornography is considered to be a crime. Pedophiles use the internet to distribute and access pornographic material involving children through the internet (Shinder & Cross, 15). Most cyber crimes are nonviolent offenses. The perceived anonymity of virtual experiences is one of the elements that make cyberspace an attractive â€Å"venue† to commit crimes. Nonviolent cyber crimes include: cyber trespass, cyber theft, cyber fraud, destructive cyber crimes and other cyber crimes.Cyber trespass refers to accessing of a computer’s or networks resources without authorization just for the fun of it. The individual may not damage or misuse the data; nonetheless, cyber trespass is a crime in most jurisdictions. Most of these cases are dismissed by law enforcers because no damage is done (Shinder & Cross, 18). Copyright infringement is another method of nonviolent cyber crime. This is unauthorized use of works covered by co pyright law, in such a way that it violates the owner’s exclusive rights.These rights include; the right to reproduce the work. For electronic media copyright infringement is also referred to as piracy. Piracy is mainly done for music and film works, where cyber criminals hack into entertainment websites and download original works. They then, create copies which they sell as their own (Shinder & Cross, 19). Cyber theft is the use of a computer and network to steal money, information or other valuables. It is one of the most popular cyber crimes; this is because stealing from a distance reduces the risk of getting caught.Cyber theft includes embezzlement; an example is where an employee may use his/her legitimate access to a company’s computerized payroll system to change the data so as to move funds out of a company bank into his own account. A person may also gain unlawful access to an organization’s information and misappropriate funds. Another example of cyb er theft is industrial espionage, where a person from outside the company uses the network to steal trade secrets and marketing strategies for competitors (Shinder & Cross, 19).Plagiarism is another case cyber theft. Plagiarism is stealing of someone’s original writing and then passing it off as your own. Cyber fraud on the other hand is the variation of network data so as to obtain benefits. An example is when one hacks into the police database so as to remove arrest records. Destructive cyber crimes include: electronically vandalizing web pages, hacking into a system and deleting data, introducing worms, viruses or other malicious codes into a computer system or network (Shinder & Cross, 21).Viruses, worms and malicious codes cause damages worth millions of dollars (Shinder & Cross, 23). Virus writers and hackers are highly active and continuously creating and modifying new viruses, making it difficult for antivirus software to detect them. Other nonviolent cyber crimes inc lude: soliciting prostitution over the internet, gambling through the internet, internet drug sales and other contraband goods that are banned in some countries (Shinder & Cross, 24). An important question arises on how these crimes can be prevented.Approaches to Counter Cybercriminals Use of antivirus and anti spyware software is one of the solutions which are currently in use. The antivirus software contains a program that attempt to identify and eliminate viruses, worms and other malicious codes. Backdoor programs and Trojans are restricted by the anti spy wares. Firewalls are also other effective ways of preventing unauthorized access to a computer network. Network firewalls may be software programs, hardware devices or a combination of both.The firewall protects internal computer networks from outside access by malicious intruders (Shinder & Cross, 532). Cryptography is another very effective method of dealing with cyber crime. Cryptography is the science of encrypting and decr ypting information. This is where, when one is sending information through the internet, software decrypts the information and encodes it. The information is sent in coded form which can only be decoded by the recipient who has the decoding software. This is a very effective method that crackers find hard to hack (Shinder & Cross, 512).Awareness can also be raised on the issue of cyber crime. Youths are increasingly getting drawn into cyber crime because most of them are not aware of its legal consequences. This can be done through informative advertisements on the internet which will attempt to inform them on the dangers of cyber crime. People should also be encouraged to report cyber criminals to authorities through links on the web, so as to use the internet as a weapon against cyber crime perpetrators (Shinder & Cross, 551).Cyber ethics and laws are being formulated to combat cyber crime. It is the responsibility of service providers to provide high level of security to their cl ients so as to keep them safe from malicious programs. Laws have been passed over the years which have attempted to curb the problem of cyber crime. One of the most effective laws which were passed in the USA is the USA Patriot Act which increases penalties and allows the prosecution of individuals who intend to cause damage. It was pushed through the U.S Senate after the terrorist attack of September 11, 2001. This law gives authority over monitoring personal communications and private information (Shinder & Cross, 10). In August 2007 President Bush, signed into law Patriot II Act. This act gives authority to the government to: conduct domestic wiretaps without a court order for 15 days after an attack on the country or congressional authorization, access citizen credit reports with a subpoena and criminalize use of encryption software that was used in planning of a felony.This act was put in place to address the shortcomings of the law that don’t deal with modern technology (Shinder & Cross, 10). In USA it is a federal crime to advertise or knowingly receive child pornography. The child Pornography Prevention Act (CPPA) expanded the definition of child pornography to any visual depiction of sexually explicit behavior in which the production involved the use of a minor engaging in sexually explicit conduct. This has made it illegal to distribute and access child pornography on the internet (Shinder & Cross, 16).The Federal Bureau of Investigation (FBI) has also developed a cyber program to deal with cyber threats. Over the years, the FBI has developed a Cyber Division whose main goal is to address cyber crime. It has employed the use of highly specialiazed personnel made up of agents and analyst who are able to identify cyber crimes. They have also employed the use of state-of-the-art-technology and resources to deal with this menace. Partnerships have also been developed with the Department of Defense and Homeland Security which enable them to share i nformation on cyber crime.The Cyber Crime Treaty: Preferred Approach It has become clear that a well-developed network of international cooperation is required to fight cyber crime, due to its ever changing nature. I think an international Cyber crime treaty is the best solution. Many countries have united their anti- cybercrime efforts through a proposed treaty known as the â€Å"Convention on Cyber crime†. Australia, Canada, Japan, USA and 43 member nations in the Council of Europe were involved in the drafting process.The Cyber crime Treaty is an internationally accepted law, which has made it easier to get help and evidence from other countries to prosecute foreign nationals within the country (Shinder & Cross, 548). The treaty has three features, whose target is to set basic cyber law standards for all nations. First, it requires all nations to outlaw unauthorized usage of protected computer; the usage of a computer to commit fraud, computer infringement (piracy), distri bution of child pornography or terrorism.Secondly, it is a requirement to standardize procedures used to capture and retrieve information online. There is also need to capture the origin and time of all traffic on all networks. Thirdly, national governments are required to cooperate and share electronic evidence across boarders. This is the most effective means by which cyber criminals can be deterred as they won’t find refuge in any country (Shinder & Cross, 548). Conclusion Even though cyber crime is getting the recognition it deserves, it is not going to be curbed easily.It is actually more likely that perpetrators will continue upgrading and developing so as to stay ahead of the long arms of the law. It therefore becomes very important for governments and organizations to keep consulting and coming up with more advanced and updated methods of detecting and dealing with cyber crime, in order to curb this ever growing menace. Works Cited: Computer Crime Research Center. Leg islation. Web: August 17, 2010 from, http://www. crime- research. org/legislation/ Shinder Debra L. & Cross Michael. Scene of the cybercrime. Burlington, MA: Syngress Publishing, Inc, 2008

Ethical Issues Affecting Business Statistics - 921 Words

The rights and the wrongs of an organization are centrally governed by the business ethics. Ethical responsibility is a subject that affects most employees in organizations. In business statistics, there are highly possible chances in which inconsistencies and inaccuracies tend to occur (Duska, 2000). In all aspects people tend to escape and move away from ethical responsibilities associated with business statics. This paper aims at looking at the several aspects of ethics in business statistics. It also looks at the ways in which the ethical issues affect personal decisions developed towards such a discipline. A Christian worldview would also be observed as a way of explaining the business statistics issues. According to the nature of business statistics, one of the possible violations that are performed includes data alteration. Data alteration can be done with different motives such as the personal gains as well as, limiting the extents of work done (Gelman, 2012). The fraudulent activities and the criminal actions that may be considered misleading are some of the issues that may lead to actions that may negatively affect the victims. Enron Bernie is one of the personalities that have been extensively referred to when dealing with issues in business statistics ethics. Misleading people with an objective of gaining personal trust may affect the extent of ethical conduct. â€Å"Reflection before action† as an assigned reading has some ethical approaches. At a personalShow MoreRelatedEthical Issues Within The World Wide Web886 Words   |  4 PagesEthical Issues in Marketing Ethical issues in business are important, particularly in the age of the World Wide Web, where the information can be accessed by anyone. 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