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Original Articles

Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation by Generation Y College Students

Pages 97-105 | Published online: 08 May 2012

Keep up to date with the latest research on this topic with citation updates for this article.

Read on this site (13)

Kristin Stewart, Vassilis Dalakas & Danielle Eells. (2022) Does sex sell? Examining the effect of sex appeals in social media ads on engagement with the ad and actual purchase. Journal of Marketing Communications 0:0, pages 1-14.
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Fanny V. Dobrenova, Sonja Grabner-Kräuter, Sandra Diehl & Ralf Terlutter. (2019) The use of advertising appeals in breast cancer detection messages: a web content analysis. Women & Health 59:8, pages 867-882.
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Sumin Shin, Eyun-Jung Ki & W. Glenn Griffin. (2017) The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative, consumer, and source variables. Journal of Marketing Communications 23:5, pages 473-492.
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Bruce A. Huhmann & Yam B. Limbu. (2016) Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general. International Journal of Advertising 35:5, pages 846-863.
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Hojoon Choi, Kyunga Yoo, Tom Reichert & Michael S. LaTour. (2016) Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeals. International Journal of Advertising 35:5, pages 823-845.
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Minette E. Drumwright & Sara Kamal. (2016) Habitus, doxa, and ethics: insights from advertising in emerging markets in the Middle East and North Africa. Consumption Markets & Culture 19:2, pages 172-205.
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PeggySue Loroz & JamesG. Helgeson. (2013) Boomers and their Babies: An Exploratory Study Comparing Psychological Profiles and Advertising Appeal Effectiveness Across Two Generations. Journal of Marketing Theory and Practice 21:3, pages 289-306.
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Tilmann Jäger & Martin Eisend. (2013) Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior. Journal of Current Issues & Research in Advertising 34:1, pages 125-134.
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KarenH. Hyllegard, Ruoh-Nan Yan, Jennifer Paff Ogle & Julianne Attmann. (2010) The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing. Journal of Marketing Management 27:1-2, pages 100-123.
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MichaelL. Capella, RonaldPaul Hill, JustineM. Rapp & Jeremy Kees. (2010) The Impact of Violence Against Women in Advertisements. Journal of Advertising 39:4, pages 37-52.
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JeffreyJ. Maciejewski. (2005) From Bikinis to Basal Cell Carcinoma: Advertising Practitioners' Moral Assessments of Advertising Content. Journal of Current Issues & Research in Advertising 27:2, pages 107-115.
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Cleopatra Veloutsou & Shaista Riaz Ahmed. (2005) Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British. Journal of Promotion Management 11:2-3, pages 91-111.
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Articles from other publishers (16)

Timothy Aylsworth. (2020) Autonomy and Manipulation: Refining the Argument Against Persuasive Advertising. Journal of Business Ethics 175:4, pages 689-699.
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David López Jiménez, Eduardo Carlos Dittmar & Jenny Patricia Vargas Portillo. (2020) Self-regulation of Sexist Digital Advertising: From Ethics to Law. Journal of Business Ethics 171:4, pages 709-718.
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Patrick Lee Plaisance. 2021. Handbook of Global Media Ethics. Handbook of Global Media Ethics 277 300 .
Brett Abarbanel, Sally M. Gainsbury, Daniel King, Nerilee Hing & Paul H. Delfabbro. (2017) Gambling Games on Social Platforms: How Do Advertisements for Social Casino Games Target Young Adults?. Policy & Internet 9:2, pages 184-209.
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Fanny V. Dobrenova, Sonja Grabner-Kräuter, Sandra Diehl & Ralf Terlutter. 2017. Advances in Advertising Research VIII. Advances in Advertising Research VIII 253 267 .
Wendy W N Wan, Chung-Leung Luk & Cheris W C Chow. (2014) Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing. Journal of International Business Studies 45:6, pages 751-782.
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Anil Bilgihan, Cheng Peng & Jay Kandampully. (2014) Generation Y's dining information seeking and sharing behavior on social networking sites. International Journal of Contemporary Hospitality Management 26:3, pages 349-366.
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Fang Liu. 2014. The Handbook of International Advertising Research. The Handbook of International Advertising Research 338 352 .
Christian Dianoux & Zdenek Linhart. (2010) The effectiveness of female nudity in advertising in three European countries. International Marketing Review 27:5, pages 562-578.
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Linda Brennan & Wayne Binney. (2010) Fear, guilt, and shame appeals in social marketing. Journal of Business Research 63:2, pages 140-146.
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Karen H. HyllegardJennifer Paff Ogle, Ruoh-Nan Yan & Julianne Attmann. (2009) Exploring Gen Y Responses to an Apparel Brand’s Use of Cause-Related Marketing Does Message Matter When It Comes to Support for the Breast Cancer Cause?. Clothing and Textiles Research Journal 28:1, pages 19-34.
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Timothy Heinze. 2010. Research in Consumer Behavior. Research in Consumer Behavior 75 99 .
M. Hyman. (2008) Responsible Ads: A Workable Ideal. Journal of Business Ethics 87:2, pages 199-210.
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Jami Fullerton, Alice Kendrick & Connie Frazier. (2008) A Nationwide Survey of Advertising Students' Attitudes about Advertising. Journal of Advertising Education 12:1, pages 15-25.
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Joan B. Wolf. (2007) Is Breast Really Best? Risk and Total Motherhood in the National Breastfeeding Awareness Campaign. Journal of Health Politics, Policy and Law 32:4, pages 595-636.
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George Rossolatos. (2017) Impossibly Good Looks: A Pragma-Ontological Approach to Unearthing the Latent Rhetorical Structure of Anti-Aging Advertising Discourse. SSRN Electronic Journal.
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