Original scientific paper

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

Abstract

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.‎

Keywords

erotic appeals; advertising; eye-tracking; interviews; appropriateness; visual attention

Hrčak ID:

272183

URI

https://hrcak.srce.hr/272183

Publication date:

28.1.2022.

Article data in other languages: croatian

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