소비자의 신체존중감(Body-esteem)과 성적 소구 광고효과

Abstract

The Effects of Sexual Appeal Advertising on Body-esteem

Park, Kyung-Mi

Department of Mass Communication, the Graduate School, Pukyong National University

Abstract This study utilizes two theoretical frameworks; Franzoi and Shields' Body Esteem(1984) and Festinger's Social Comparison (1954) were applied to the effects of sexual appeal advertising. The effectiveness of sexual appeal advertising in selling products has been validated. However, the effects on consumer's body-esteem and conception of property is unclear. The influence of scarcely dressed models in sexual appeal advertising also appear consistently so such research has become. In order to test hypotheses, a pilot study was conducted by selecting 2 experimental products and celebrity endorsers selected according to the celebrities level of public recognition. In the experiment, subjects were exposed to 8 print advertisements. The survey was conducted for 416 university students. Photos of models gleaned from magazines and the internet web site were synthesized with the products used in this test. Attitude toward advertising and product, purchase intention were measured after measuring the subjects' body-esteem, This empirical study should provide the basis for more effective approaches to advertising.

Key words: body-esteem, celebrity endorser, sexual appeal advertising, advertising effectiveness.