SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES PUNE

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INTRODUCTION The use of sexual appeals in advertising is increasingly prevalent in India. Perhaps the use is in response to the predominance of the advertisement in everyday life. Companies used sexual imagery and concepts to promote their products. These products include candy! li"uor! cigarettes! #e$ellary! fragrance! cosmetics and fashion clothes. Our research is aimed at finding out $eather %sex& sells' or not. O()*CTI+*, -. To find out the impact of sexual imagery in advertising on the youth .. To assess $hether the youth connects the sexual imagery to the /rand proposition 0IT*R1TUR* R*+I*2 Literature review 1: Dahl! ,engupta and +ohs 3.4456 conducted a study on ,ex in 1dvertising 7ender differences and the role of relationship commitment. They found that $omen8s spontaneous disli9e of sexual advertisements softened $hen the ad could /e interpreted in the terms of commitment. :ence! it can /e understood that men and $omen have different attitudes and opinions $hen it comes to the use of sexual imagery in advertisements. Literature review 2: :atta/ 3.44;6 conducted a study on the effect of sex appeal and emotional appeal on adolescents. It $as found that even though sexual appeal and emotional appeal are very successful in so many different advertising campaigns! yet they face many ethically related concerns! in particular their effect on the youth and the different cultures exposed to these types of visual communications. 1lso! another finding $as that mar9eting and advertising are discourses that /oth reflect and shape cultural values! stereotypes and norms! one of the central forces shaping the $orld today. :ence! international mar9eting has the po$er to persuade and play $ith the minds of individuals.

:<POT:*,I, -. =ales and females respond differently to sexuality in advertising. .. Use of sex in advertising does not result in sale of product> it only generates interest.

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The -4 "uestionnaires $ere filled /y ; college students and ? young professionals /ased in Pune. The aim of our "uestionnaire $as to sho$ them the advertisement and assess $hether advertisements such as this $ere considered offensive. Post our pilot study @4A found it offensive and @4 A did not. 2e also discovered that television $as found to /e the most effective medium of advertising and only B out of -4 $ere of the opinion that advertising did effect the consumer8s /uying decision. 2e also found that ma#ority prefer comic advertisements as compared to romantic! sporty or li9e in our case! ones $ith sexual undertones. ; out -4 $ere convinced that /ased on this advertisement they $ould not purchase this product. Cor other detailed statistics please find attached the excel sheet.

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Questio aire to e!i"it i #or$atio o %T&e use o# se'ua! overtures i I (ia a(vertisi )*
Dear respondent, We, the students of Masters of Business Administration in Symbiosis International University, Pune are conducting a survey on the said topic We see! you co"operation in ans#ering the $uestions given belo# We assure you that the information provided by you #ill be !ept strictly confidential and #ill be used for academic purposes only Please put a % & against appropriate ans#ers

Name 1ge 3in years6

EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE -F&..@ and a/ove ..&.@

7ender

Cemale

=ale

Occupation

Professional :ouse$ife

,tudent Others

*ducational Dualification =asters ,tudents (achelors Others

Income 3per month6 G -@!44-& G .@!444 1/ove G H@!44G .@!44-& G H@!444

0ocation

=etro

Non&metro

D-. 2hat 9ind of advertisements do you find to /e most effectiveI Television (ill/oard Ne$spaper =agaJine Internet Radio Other

D.. Do advertisements have any part in ho$ you determine $hat products you $ill /uyI Never ,ometimes =ost of the time 1l$ays

D. H 2hat 9ind of advertisements increase the chance that you $ill /uy the productI Comic advertisements ,entimental advertisements ,ports advertisements Romantic advertisements ,exual advertisements

KIND0< R*C*R TO T:* (*0O2 7I+*N ,TOR<(O1RD 1ND 1N,2*R T:* CO00O2IN7 DU*,TION,

D ?. Descri/e the a/ove given advertisement in one $ord

D.@ Would you feel sexier if you used this product? <es No =ay/e

D ;. Does this advertisement catch your attention /ecause of the sexual innuendos or sexual undertonesI <es No

D B. If the same advertisement $as in a ne$spaper or magaJine $ould you /e as interestedI <es No =ay/e

If your ans$er is No! do you thin9 audio visual ma9es a /igger impactI Kindly elucidate.

D F. :o$ $ell is the connect made /et$een the advertising imagery and the product. Rate on a scale of - to @. . H ? @ D.5 2ould you /uy this product for yourself or someone else /ased on this advertisementI <es No

D.-4 Does this advertisement offend you in any$ayI <es No

D.-- 2hen it comes to females in advertisements! $ould you say that they are /ecoming more o/#ectifiedI

Not at all =ay/e a little Definitely I don8t 9no$ enough to say

D -.. 1ccording to you does the use of sexual overtures in advertising directly result in effective advertising and help sell the productI