[The Impact of Sexual Appeal in Magazine Advertizing on Young Females in UK]

by

Chapter: Findings and Analysis

The data collected in this study was analyzed and the findings are reported below.

4.1.Expert Interviews:

4.1.1. Advertisers:

Advertisers asked to give their opinions on the advertisements selected were not surprised, at or disapproving of the subject matter of the advertisements and how effective they were thought to be. The advertisers found nothing morally or ethically wrong with the advertisements shown to them. They all agreed that the advertisements would catch attention which they were designed to do. Explaining that the first step of all advertisements is to seize attention of readers, the advertisers said that such an important self image product as a perfume has traditionally been associated with an unconscious expression of one's sexuality , an expression of one's sensuousness as well as self image. The use of a perfume is considered as personal an experience as sex itself. Combining sensuousness with a personal self image and the fact that the reader's attention must be captured has resulted in perfume advertising focusing to a very large extent on the use of sexual content in advertisements . The target market for all these products advertised was young men and women in the age group of 16 to 35 years , with the implication that romance, love , sensuousness and sexual expression was consciously or unconsciously an integral part of their lives and that the product advertised would be pivotal in their achievement of the desired self image.. Constant association with a certain product over the years would enhance the connection of the product with a self image of sensuousness , an expression of one's sexuality through the use of perfumes .

TABLE 4.1Advertisers' Ranking of Advertisements for Effectiveness

Ad1

Ad2

Ad 3

Ad4

Ad 5

Ad6

Ad7

Ad8

Ad9

Ad10

Avg.

Rank

Advertiser 1

3

7*

6

5

7*

7*

8*

6

4

9*

6.2

Advertiser

2

5

9*

7*

5

7*

8*

7*

5

4

8*

6.5

Advertiser

3

4

8*

5

6

8*

8* 6

4

5

7*

6.1

Advertiser

4

6

8*

6

6

8*

7*

7*

5

6

8*

6.7

Average

Rank

4.5

8*

6

5.5

7.5*

7.5* 7*

5

4.75

8*

6.59

* = ranking above the average ranking of 6.59

A look at the table shows the advertisement for Intimate Perfume by Revlon and the Calvin Klein advertisement for 'Obsession for the body' to be the most effective advertisement from the advertisements selected. The least effective are the advertisements for Escape Men's Cologne and the advertisement for Obsession perfume by Calvin Klein. From amongst the remaining advertisement, it can be seen that controversial or not, advertisers rate Calvin Klein advertisements higher for effectiveness compared to other perfume advertisements.

4.1.2. Psychologists :

Psychologists on the other hand were not as enthusiastic with the advertisement content as the advertisers had been, at least for some cases.

They said that sex is a prime need so human behavior will be driven by it but not to the extent the advertisers would have us believe. Other physical needs and higher needs dictate the behaviors of evolved human beings much more. A lot of individuals wear perfumes or use a cologne because they wish ...