Does sex in print-ads affect perceived product specifications in conservative societies? : The case of Turkey

Abstract

As in most categories of products, female body is also used in automobile advertisements as a sexual appeal. Although there are many studies regarding to the effects of the use of female nudity in print-ads, there is no consensus whether it affects advertising effectiveness positively or not. The presence of a scantily clad female model may also affects the perceived and objective specifications of the product that is being advertised. This study aims to find out whether the presence of a partially nude female model in automobile print-ads in Turkey causes a difference in perceived product speed, value, appeal and quality. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Arasli