Survey Results

Ad 1
1) 100% men - not sexually arousing
100% women - not sexually arousing
2) 73% men - yes I would buy this product
46% women - yes I would buy this product
3) 100% men - not offended
98% women - not offended
4) 100% men - felt this was appropriate
100% women - felt this was appropriate
5) 33% men - felt sexier for using this product
12% women - felt sexier for using this product
6) 100% men- not attracted to person in ad
96% women - not attracted to person in ad
7) 85% men- yes I would know this was selling cars
78% women- yes I would know this was selling cars
8) Some responses were : sporty, automotive, tough

Ad 2
1) 23% men- found this ad to be sexually arousing
97% women - did not find this as to be sexually arousing
2) 56% men - yes they would buy this product
32% women - yes they would buy this product
3) 100% men - not offended
98% women - not offended
4) 100% men - felt this was appropriate
97% women - felt this was appropriate
5) 97% men - would not feel sexier
99% women - would not feel sexier
6) 76% men- yes they were attracted to the person in the ad
12% women- yes they were attracted to the person in the ad
7) 97% men - no they would not know what was being sold
98% women- no they would not know what was being sold
8) Some responses were: Strong, confident, sporty

Ad 3

Survey

Part I
Scale 1:not at all 2:slighly 3:somewhat 4:yes, strongly 5:very strong
How old are you?
What is your gender?
Are you religiou? (scale of 1-5)
Are you sexually conservative or liberal? (scale 1-5 1-conservative 5-liberal)
Please rate your self esteem. (scale 1-5)

Questions for each Ad
1- Do you find this advertisment to be seuxally arousing?
2- Would you buy this product for yourself or another person?
3- Are you in any way offended by this advertisment?
4- Do you find this advertisment to be appropriate in public media advertising?
5- Would you feel sexier if you used this product?
6- Is the person in the ad someone you find sexually attractive?
7- Without the advertisment label, and only the picture would you know what this ad was selling?
8 What words describe the following ad?

Follow up questions
Ad 7 and Ad 8
Which of these two ads do you prefer and why?

Survey Process

In order to test our hypothesis we created 2 surveys of six ads each. The survey itself was exactly the same but the ads were different. We wanted to see if there would be a gendered response to how the ads were received based on the kind of magazines they came from. I,Kelsey took around the men's survey that used six ads from magazines like Maxim, Men's Health, and Playboy. For both surveys we used 2 non-sexual ads, 2 moderately sexual ads, and 2 overtly sexual ads to creat a scale of sexuality in the advertisment that would help test our hypothesis.

Hypothesis

After doing media research we found a vast amount of sexuality in print media advertising. Not only did we find this in Maxime magazines but in Women's Health, Elle, Playboy, Cosmo, Vogue, and even in People. We wanted to research a couple of topics through out survey. 1)Does Sex Sell 2) Do different genders respond differently to sexuality in advertising 3) Is the use of sexuality or sexually explicit messages an affect form of advertising. We hypothesised that in general with less sexual ads men's and women's responses would be more similar. As the ads became more sexually explicit we believed that men would be more likely to be interested in the ad and that they would also think the ad was appropriate in today's soceity. Repectively, we thought that women would be more likely to still be interested in the ad, however we thought women would be less likely to accept sex in advertising as socially acceptable means of selling a product.