Uses of Sex Appeals in Prime-Time Television Commercials

Uses of Sex Appeals in Prime-Time Television Commercials This study examines how sex appeals employed bymale and female models were utilized in Americantelevision commercials. It centers on the physicalcharacteristics and behavior of models appearing during primetime network programs, including bodilyshape, clothing revealment, physical contact, sexiness,attractiveness and physical as well as verbal innuendo.The study was based on 505 coding units sampled from 8 p.m. to 11 p.m. on the major broadcastnetworks taped during a composite week of programming.The racial background of models was as follows:Caucasian (89.3%), Black (10.1%), Hispanic (.2%), Native American (.2%) and Asian (.2%). Resultsindicate that these commercials generally were notdominated by sex, although 12% of models appear in somestate of undress, and 8% feature sexually-orientedconduct. As both male and female models were depicted asequal sensual beings, females were presented as sexobjects more often than males. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Uses of Sex Appeals in Prime-Time Television Commercials

Sex Roles , Volume 38 (6) – Oct 6, 2004
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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 1998 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/A:1018714006829
Publisher site
See Article on Publisher Site

Abstract

This study examines how sex appeals employed bymale and female models were utilized in Americantelevision commercials. It centers on the physicalcharacteristics and behavior of models appearing during primetime network programs, including bodilyshape, clothing revealment, physical contact, sexiness,attractiveness and physical as well as verbal innuendo.The study was based on 505 coding units sampled from 8 p.m. to 11 p.m. on the major broadcastnetworks taped during a composite week of programming.The racial background of models was as follows:Caucasian (89.3%), Black (10.1%), Hispanic (.2%), Native American (.2%) and Asian (.2%). Resultsindicate that these commercials generally were notdominated by sex, although 12% of models appear in somestate of undress, and 8% feature sexually-orientedconduct. As both male and female models were depicted asequal sensual beings, females were presented as sexobjects more often than males.

Journal

Sex RolesSpringer Journals

Published: Oct 6, 2004

References

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