Publication Cover
International Journal of Advertising
The Review of Marketing Communications
Volume 40, 2021 - Issue 5
2,712
Views
12
CrossRef citations to date
0
Altmetric
Articles

The impact of visual sexual appeals on attention allocation within advertisements: an eye-tracking study

ORCID Icon, &
Pages 708-732 | Received 08 Jun 2017, Accepted 19 May 2020, Published online: 09 Jun 2020

References

  • Balcetis, E., and D. Dunning. 2006. See what you want to see: Motivational influences on visual perception. Journal of Personality and Social Psychology 91, no. 4: 612–25.
  • Belch, M.A., B.E. Holgerson, G.E. Belch, and J. Koppman. 1981. Psychophysical and cognitive responses to sex in advertising. In Advances in consumer research, ed. Andrew A. Mitchell, Vol. 9, 424–7. Ann Arbor, MI: Association for Consumer Research.
  • Bradley, M.M., M. Codispoti, B.N. Cuthbert, and P.J. Lang. 2001a. Emotion and motivation I: Defensive and appetitive reactions in picture processing. Emotion (Washington, D.C.) 1, no. 3: 276–98.
  • Bradley, M.M., M. Codispoti, D. Sabatinelli, and P.J. Lang. 2001b. Emotion and motivation II: Sex differences in picture processing. Emotion (Washington, DC) 1, no. 3: 300–19.
  • Bucher, H.-J., and P. Schumacher. 2006. The relevance of attention for selecting news content. An eye-tracking study on attention patterns in the reception of print and online media. Communications 31, no. 3: 347–68.
  • Calvo, M.G., and P.J. Lang. 2005. Parafoveal semantic processing of emotional visual scenes. Journal of Experimental Psychology. Human Perception and Performance 31, no. 3: 502–19.
  • Chang, C.-T., and C.-H. Tseng. 2013. Can sex sell bread? International Journal of Advertising 32, no. 4: 559–85.
  • Chestnut, R.W., C.C. LaChance, and A. Lubitz. 1977. The ‘decorative’ female model: Sexual stimuli and the recognition of advertisements. Journal of Advertising 6, no. 4: 11–4.
  • Choi, H., K. Yoo, T. Reichert, and M.S. LaTour. 2016. Do femininsts still respond negatively to female nudity in advertising? investigating the influence of feminist attitudes on reactions to sexual appeals. International Journal of Advertising 35, no. 5: 823–45.
  • Courtney, A.E., and T.W. Whipple. 1983. Sex, stereotyping, and advertising. Lexington, MA: Heath.
  • Cummins, R.G. 2017. Eye tracking. In International encyclopedia of communication research methods, ed. R.F. Potter. Hoboken, NJ: Wiley-Blackwell.
  • Das, E., M. Galekh, and C. Vonkeman. 2015. Is sexy better than funny? Disentangling the persuasive effects of pleasure and arousal across sex and humor appeals. International Journal of Advertising 34, no. 3: 406–20.
  • Dewitte, M. 2016. Gender differences in implicit processing of sexual stimuli. European Journal of Personality 30, no. 2: 107–24.
  • Dixson, B.J., G.M. Grimshaw, W.L. Linklater, and A.F. Dixson. 2010. Watching the hourglass: Eye tracking reveals men’s appreciation of the female form. Human Nature 21, no. 4: 355–70.
  • Dixson, B.J., G.M. Grimshaw, W.L. Linklater, and A.F. Dixson. 2011a. Eye-tracking of men’s preferences for waist-to-hip ratio and breast size of women. Archives of Sexual Behavior 40, no. 1: 43–50.
  • Dixson, B.J., G.M. Grimshaw, W.L. Linklater, and A.F. Dixson. 2011b. Eye tracking of men’s preferences for female breast size and aerola pigmentation. Archives of Sexual Behavior 40, no. 1: 51–8.
  • Entertainment Weekly. 2016. Entertainment Weekly media kit [Brochure]. http://microsites.ew.com/microsite/media-kit/2016/img/new_mediakit_ew_2016.pdf.
  • Fidelis, B.T., J.H.C. Oliveira, J.D.M.E. Giraldi, and R.O.J. Santos. 2017. Sexual appeal in print media advertising; effects on Brand recall and fixation time. Research Journal of Textile and Apparel 21, no. 1: 42–58.
  • Fisher, J.T., R. Huskey, J.R. Keene, and R. Weber. 2018. The limited capacity model of motivated mediated message processing: Looking to the future. Annals of the International Communication Association 42, no. 4: 291–315.
  • Guitart, I.A., G. Hervet, and D. Hildebrand. 2019. Using eye-tracking to understand the impact of multitasking on memory for banner ads: The role of attention to the ad. International Journal of Advertising 38, no. 1: 154–70.
  • Higgins, E., M. Leinenger, and K. Rayner. 2014. Eye movements when viewing advertisements. Frontiers in Psychology 5: 1–15.
  • Hoffman, J.E. 1998. Visual attention and eye movements. In Attention, ed. Harold Pashler, 119–54. New York: Psychology Press.
  • Hornik, J., C. Ofir, and M. Rachamim. 2017. Advertising appeals, moderators, and impact on persuasion: A quantitative assessment creates a hierarchy of appeals. Journal of Advertising Research 57, no. 3: 305–18.
  • Huskey, R., B. Craighead, and R. Weber. 2017. Evolutionary approaches to media processes and effects. In The international encyclopedia of media effects, ed. P. Roessler, C. Hoffner, and L. van Zoonen, Vol. 1, 532–45. Hoboken, NJ: Wiley.
  • Jacob, R.J.K. 1995. Eye Tracking in advanced interface design. In Virtual environments and advanced interface design, ed.Woodrow Barfeld and Thomas A. Furness II, 258–88. Oxford: Oxford University Press.
  • Judd, B.B., and M.W. Alexander. 1983. On the reduced effectiveness of some sexually suggestive ads. Journal of the Academy of Marketing Science 11, no. 1–2: 156–68.
  • King, A., N. Bol, R.G. Cummins, and K.K. John. 2019. Improving visual behavior research in communication science: An overview, review, and reporting recommendations for using eye-tracking methods. Communication Methods and Measures 13, no. 3: 149–77.
  • King, J., A. McClelland, and A. Furnham. 2015. Sex really does sell: the recall of sexual and non-sexual television advertisements in sexual and non-sexual programmes. Applied Cognitive Psychology 29, no. 2: 210–6.
  • Kyrousi, A.G., G.G. Panigyrakis, and A.P. Panopoulos. 2016. Attitudes toward ads portraying women in decorative roles and female competition: An evolutionary psychology perspective. International Journal of Advertising 35, no. 5: 771–98.
  • Lang, A. 2008. The limited capacity model of motivated mediated message processing. In Sage handbook of media processes and effects, ed. Robin L. Nabi and Mary Beth Oliver, 193–204. Thousand Oaks, CA: Sage.
  • Lang, A., and N. Yegiyan. 2011. Individual differences in motivational activation influence responses to pictures of taboo products. Journal of Health Communication 16, no. 10: 1072–87.
  • Lang, P.J., M.M. Bradley, and B.N. Cuthbert. 1997. Motivated attention: Affect, activation, and action. In Attention and orienting: Sensory and motivational processes, ed. Peter J. Lang, Robert F. Simons, and Marie Balaban, 97–136. Mahwah, NJ: Erlbaum.
  • Leka, J., A. McClelland, and A. Furnham. 2013. Memory for sexual and nonsexual television commercials as a function of viewing context and viewer gender. Applied Cognitive Psychology 27: 584–92.
  • Lohse, G.L. 1997. Consumer eye movement patterns on yellow pages advertising. Journal of Advertising 26, no. 1: 61–73.
  • Lull, R.B., and B.J. Bushman. 2015. Do sex and violence sell? A meta-analytic review of the effects of sexual and violent media and ad content on memory, attitudes, and buying intentions. Psychological Bulletin 141, no. 5: 1022–48.
  • Lykins, A.D., M. Marta Meana, and G. Kambe. 2006. Detection of differential viewing patterns to erotic and non-erotic stimuli using eye-tracking methodology. Archives of Sexual Behavior 35, no. 5: 569–75.
  • Lykins, A.D., M. Marta Meana, and G.P. Strauss. 2008. Sex differences in visual attention to erotic and non-erotic stimuli. Archives of Sexual Behavior 37, no. 2: 219–28.
  • Maliszewski, N. A. Olejniczak-Serowiec, and J. Harasimczuk. 2019. Influence of sexual appeal in roadside advertising on drivers' attention and driving behavior. PloS One PLoS One. 14, no. 5: e0216919 doi:https://doi.org/10.1371/journal.pone.0216919. PMC: 31095616
  • Mayer, J.M., P. Kumar, and H.J. Yoon. 2019. Does sexual humor work on mars, but not on venus? An exploration of consumer acceptance of sexually humorous advertising. International Journal of Advertising 38, no. 7: 1000–24.
  • Milosavljevic, M, and M. Cerf. 2008. First attention then intention. International Journal of Advertising 27, no. 3: 381–98. doi:https://doi.org/10.2501/S0265048708080037.
  • Parker, E., and A. Furnham. 2007. Does sex sell? The effect of sexual programme content on the recall of sexual and Non-Sexual advertisements. Applied Cognitive Psychology 21, no. 9: 1217–28.
  • Orquin, J.L., and S.M. Loose. 2013. Attention and choice: A review on eye movements in decision making. Acta Psychologica 144, no. 1: 190–206.
  • Pechmann, C., and S. Ratneshwar. 1994. The effects of antismoking and cigarette advertising on young adolescents’ perceptions of peers who smoke. Journal of Consumer Research 21, no. 2: 236–51.
  • Pieters, R., L. Warlop, and M. Wedel. 2002. Breaking through the clutter: Benefits of advertisement originality and familiarity for Brand attention and memory. Management Science 48, no. 6: 765–81.
  • Putrevu, S. 2008. Consumer responses toward sexual and nonsexual appeals: the influences of involvement, need for cognition (NFC), and gender. Journal of Advertising 37, no. 2: 57–70.
  • Rayner, K. 2009. Eye movements and attention in reading, scene perception, and visual search. Quarterly Journal of Experimental Psychology 62, no. 8: 1457–506.
  • Rayner, K., B. Miller, and C.M. Rotello. 2008. Eye movements when looking at print advertisements: the goal of the viewer matters. Applied Cognitive Psychology 22, no. 5: 697–707.
  • Rayner, K., C.M. Rotello, A.J. Stewart, J. Keir, and S.A. Duffy. 2001. Integrating text and pictoral information: Eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied 7, no. 3: 219–26.
  • Reichert, T. 2002. Sex in advertising research: a review of content, effects, and functions of sexual information in consumer advertising. Annual Review of Sex Research 12, no. 1: 241–73.
  • Reichert, T., and E. Alvaro. 2001. The effects of sexual information on ad and Brand processing and recall. Southwestern Mass Communication Journal 17, no. 1: 9–17.
  • Reichert, T., S.E. Heckler, and S. Jackson. 2001. The effects of sexual social marketing appeals on cognitive processing and persuasion. Journal of Advertising 30, no. 1: 13–27.
  • Reichert, T., C.C. Childers, and L.N. Reid. 2012. How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in advertising. Journal of Current Issues & Research in Advertising 33, no. 1: 1–19.
  • Reid, L.N., and L.C. Soley. 1981. Another look at the ‘decorative’ female model: the recognition of visual and verbal ad components. Current Issues and Research in Advertising 4, no. 1: 123–34.
  • Reid, L.N., and L.C. Soley. 1983. Decorative models and the readership of magazine ads. Journal of Advertising Research 23, no. 2: 27–32.
  • Rosbergen, E., R. Pieters, and M. Wedel. 1997. Visual attention to advertising: a Segment-Level analysis. Journal of Consumer Research 24, no. 3: 305–14.
  • Rupp, H.A., and K. Wallen. 2007. Sex differences in viewing sexual stimuli: An eye-tracking study in men and women. Hormones and Behavior 51, no. 4: 524–33.
  • Rupp, H.A., and K. Wallen. 2009. Sex-specific content preferences for visual sexual stimuli. Archives of Sexual Behavior 38, no. 3: 417–26.
  • Saad, G. 2004. Applying evolutionary psychology in understanding the representation of women in advertisements. Psychology & Marketing 21, no. 8: 593–612.
  • Saad, G., and T. Gill. 2000. Applications of evolutionary psychology in marketing. Psychology & Marketing 17, no. 12: 1005–34.
  • Samson, L. 2018. The effectiveness of using sexual appeals in advertising. Journal of Media Psychology 30, no. 4: 184–95.
  • Severn, J., G.E. Belch, and M.A. Belch. 1990. The effects of sexual and nonsexual advertising appeals and information level on cognitive processing and communication effectiveness. Journal of Advertising 19, no. 1: 14–22.
  • Sherman, C., and P. Quester. 2005. The influence of product/nudity congruence on advertising effectiveness. Journal of Promotion Management 11, no. 2/3: 61–89.
  • Siefert, C., J. Gallent, D. Jacobs, B. Levine, H. Stipp, and C. Marci. 2008. Biometric and eye-tracking insights into the efficiency of information processing of television advertising during fast-forward viewing. International Journal of Advertising 27, no. 3: 425–46.
  • Simpson, P.M., S. Horton, and G. Brown. 1996. Male nudity in advertisements: A modified replication and extension of gender and product effects. Journal of the Academy of Marketing Science 24, no. 3: 257–62.
  • Soley, L., and L.N. Reid. 1988. Taking it off: Are models in magazine ads wearing less? Journalism & Mass Communication Quarterly 65, no. 4: 960–6.
  • Sparks, J.V., and A. Lang. 2015. Mechanisms underlying the effects of sexy and humorous content in advertisements. Communication Monographs 82, no. 1: 134–62.
  • Šula, T., M. Banyár, and M. Jur̂íková. 2017. Eye tracking measuring of visual perception of erotic appeals in the content of printed advertising communications and analysis of their impact on consumers. In Strategic innovation marketing, ed. Andronkiki Kavoura, 189–92. Switzerland: Springer.
  • Sullivan, H.W., V. Boudewyns, A. O'Donoghue, S. Marshall, and P.A. Williams. 2017. Attention to and distraction from risk information in prescription drug advertising: An eye-tracking study. Journal of Public Policy & Marketing 36, no. 2: 236–45.
  • Taylor, K.A., A.D. Miyazaki, and K.B. Mogensen. 2013. Sex, beauty, and youth: An analysis of advertising appeals targeting U.S. Women of different age groups. Journal of Current Issues & Research in Advertising 34, no. 2: 212–28.
  • Thomsen, S.R., and K. Fulton. 2007. Adolescents' attention to responsibility messages in magazine alcohol advertisements: an eye-tracking approach. The Journal of Adolescent Health : official Publication of the Society for Adolescent Medicine 41, no. 1: 27–34.
  • Till, B.D., and D.W. Baack. 2005. Recall and persuasion: Does creative advertising matter? Journal of Advertising 34, no. 3: 47–57.
  • Topolšek, D., I. Areh, and T. Cvahte. 2016. Examination of driver detection of roadside traffic signs and advertisements using eye tracking. Transportation Research Part F: Traffic Psychology and Behaviour 43: 212–24.
  • Van der Stigchel, S., A.V. Belopolsky, J.C. Peters, J.G. Wijnen, M. Meeter, and J. Theeuwes. 2009. The limits of top-down control of visual attention. Acta Psychologica 132, no. 3: 201–12.
  • Velasquez, C.E., and K.E. Pasch. 2014. Attention to food and beverage advertisements as measured by eye-tracking technology and the food preferences and choices of youth. Journal of the Academy of Nutrition and Dietetics 114, no. 4: 578–82.
  • Wan, W.W.N., C.-L. Luk, and C.W.C. Chow. 2014. Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing. Journal of International Business Studies 45, no. 6: 751–82.
  • Furnham, A., and L. Mainaud. 2011. The effect of french television sexual program content on the recall of sexual and nonsexual advertisements. Journal of Sex Research 48, no. 6: 590–8.
  • Wenzlaff, F., P. Briken, and A. Dekker. 2016. Video-Based eye tracking in sex research: a systematic literature review. Journal of Sex Research 53, no. 8: 1008–19.
  • Wirtz, J.G., J.V. Sparks, and T.M. Zimbres. 2018. The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: a MetaAnalytic review. International Journal of Advertising 37, no. 2: 168–98.
  • Wojdynski, B.W., and H. Bang. 2016. Distraction effects of contextual advertising on online news processing: an Eye-Tracking study. Behaviour & Information Technology 35, no. 8: 654–64.
  • Wyllie, J., J. Carlson, and P.J. Rosenberger. III 2014. Examining the influence of different levels of Sexual-Stimuli intensity by gender on advertising effectiveness. Journal of Marketing Management 30, no. 7–8: 697–718.
  • Yovovich, B.G. 1983. Sex in advertising: The power and the perils. Advertising Age 54, no. 19: 12–5.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.