Medijske studije, Vol. 12 No. 24, 2021.
Izvorni znanstveni članak
https://doi.org/10.20901/ms.12.24.2
Erotic appeals in advertising: visual attention and perceived appropriateness
Simona Bažantová
orcid.org/0000-0002-0754-3898
; Prague University of Economics and Business, Faculty of Management
Eliška Štiková
orcid.org/0000-0003-0440-2712
; Prague University of Economics and Business, Faculty of Management
Michal Novák
orcid.org/0000-0001-7893-7774
; Prague University of Economics and Business, Faculty of Management
Daria Gunina
orcid.org/0000-0002-4149-4962
; Prague University of Economics and Business, Faculty of Management
Sažetak
Erotic appeals in advertising are sometimes considered unethical or provocative. Thisstudy addresses how consumers perceive advertisements with erotic appeals regarding eye movementand subjective appropriateness. This study is methodologically based on eye-tracking to capture theparticipants’ visual attention and semi-structured interviews to obtain further in-depth informationon the perceived appropriateness of erotic appeal in a particular advertisement from the respondent’sperspective. The results show a difference in how consumers look at advertising according to theirperceived appropriateness of an erotic appeal and indicate the importance of a suitably chosenprotagonist concerning the target group. Concerning the chosen protagonist, marketers must payattention to the strength and congruence of the erotic appeal.
Ključne riječi
erotic appeals; advertising; eye-tracking; interviews; appropriateness; visual attention
Hrčak ID:
272183
URI
Datum izdavanja:
28.1.2022.
Posjeta: 1.590 *