ABSTRACT

Previous research on the dimensionality of arousal indicates tension arousal is associated with negative feelings and energy arousal is associated with positive feelings. Women were found to generate more tension and negative feelings towards explicit female nudity in print ads than men. Men were more energized and positive in their feelings about such ads. The results have substantial strategic implications.

Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response
Michael S. LaTour
Old Dominion University

INTRODUCTIOIV Arousal is "the release of energy into various internal physiological systems in preparation for overt activity" (Duffy, 1972). A state of inner tension or alertness, arousal, like cognition, is a basic variable of human behavior (Krober-Riel, 1979). Within a marketing communications context, arousal has been measured by various physiological hardware devices (Watson & Gatchel, 1979) as well as paper and pencil tests (Bello, Pitts, & Etzel, 1983). There is significant evidence that arousal is not unidimensional as is described by Berlyne (1960), but can possess several dimensions as supported in numerous empirical tests of multidimensional models (Thayer, 1978; Pitts, Terpening, Etzel and Bello, 1985; Watson & Tellegen, 1985). Arousal has been described as playing a mediating role in marketing information processing (Broadbent, 1977; Craik & Lockhart, 1972;
Psychology & Marketing 1990 John Wiley & Sons, Inc. Vol. 7(1): 65-81 (Spring 1990) CCC 0742-6046/90/010065-017$04.00

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Eysenck, 1976; Holbrook & Hirschman, 1982; Krobel-Riel, 1979; Shiffrin & Schneider, 1977) and on attitude formation (Thayer, 1978; Weiss, 1960). Arousal has been noted as an important variable in physiological studies of the multidimensionality of emotion (Daly, Lancee, & Polivy, 1983) and studies of emotion-laden communication (Batra & Ray, 1986). For example, several studies have focused on erotic appeals (Baker & Chruchill, 1977; Morrison & Sherman, 1972; Peterson & Kerin, 1977). While these studies note that aroused reactions to such stimuli vary, an empirical examination by Bello, Pitts, and Etzel (1983) revealed females responded much more negatively than males to a television commercial employing a female model and strong sexual verbal innuendos. This paper will extend the exploration of this phenomenon to the context of female nudity employed in print ads. Differences between men and women will be compared through self-reported dimensions of arousal and impressions of ads employing female nudity. Specifically, two elements will be addressed, that different degrees and types of arousal are experienced and that women tend to feel more negative when viewing such ads. The first section addresses the confusion surrounding arousals' structure; the next section will identify arousal as a multidimensional variable. This will be followed by an explanation of methodology and results of an empirical examination of gender differences in arousal and ad impressions. A MULTIDIMENSIOIVAL CONCEPTUALIZATIOIV OF AROUSAL The nature of arousal has been discussed and debated since before the turn of the century (Berlyne, 1971). According to Watson and Gatchel (1979), arousal was first viewed by psychophysiologists as a "unidimensional continuum along which all behavior could be categorized, the range of which extends from calmness and sleep to high levels of emotion and agitation." Berlyne (1960) maintains that the individual organism has a unidimensional "optimal influx or arousal potential," with the most pleasant level of stimulus occurring at an intermediate level of intensity. His view reflects the pioneering work of W. M. Wundt (Berlyne, 1971) whose psychophysiological experiments with hedonic tone as a function of stimulus intensity indicated that beyond an optimal point of stimulation, pleasantness affect decreased to a level of indifference, followed by unpleasantness. The modeled effect appears as an inverted "U." However, substantial evidence exists that this physiological relationship with feeling and thinking is much more complex than the unidimensional model. For instance, Lacey (1959) takes issue with the unidimensional approach, contending that many experimental results contradict this model. He refers specifically to the imperfect coupling of the interacting auto"66 SPRING 1990

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nomic, motor, and encephalographic systems. While he believes that, in general, arousal systems occur simultaneously, he also thinks that different forms of arousal (e.g., autonomic, behavioral, electrocortical) exist and one form could not easily be a valid index of another. Krober-Riel (1979) maintains that an inverted "U" relationship between activation and information processing performance may be confined to "tonic" activation or a long-lasting form of activation ranging from sleep to intense arousal. Based on empirical evidence, he contends that the relationship between shorter term changes in excitement or phasic activation and performance does not follow an inverted "U" curve. Based on these findings, arousal does not appear to be unidimensional. A logical alternative would be a multidimensional form. The Thayer Model Several reputable multidimensional paradigms of activation and emotion have been discussed in the psychophysiological literature (Thayer, 1967; Routtenberg, 1968; Eysenck, 1976; Daly, Lancee, & Polivy, 1983). However, the Thayer (1978) model of activation holds perhaps the strongest promise for applicability to a marketing communications context, because of its emphasis on idiosyncratic, multiple-arousal dimensions unique and clear relationships with resulting cognitive feelings. R. E. Thayer's (1967, 1970, 1978) model of arousal/activation is composed of two groups of two interrelated factors derived from the Thayer (1967) Activation-Deactivation Adjective Checklist (AD-ACL): 1. General Activation (energy), and High Activation (tension), 2. General Deactivation (calmness), and DeactivationSleep (fatigue). . Thayer (1978) maintains that, while early empirical evidence supports these four factors as separate dimensions of activation (Thayer & Cox, 1968), subsequent empirical results tend to support a more frequent manifestation of a two-dimensional model (see Figure 1). The two dimensions are represented by the continuum (dimension A) ranging from General Activation (energy) to Deactivation Sleep (fatigue) and another (dimension B) ranging from High Activation (tension) to General Deactivation (calmness). Thayer contends that multiple-arousal dimensions operate over a common continuum of activation expenditure. Thus, physiological indices such as EEG, skin conductance, pupil meters or heart rate may be reflecting activation expenditure on dimension A, dimension B or both. Both dimensions appear to be positively correlated and hence simultaneously inPSYCHOLOGY & MARKETING/VOL. 7, NO. 1 67~

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nGURE1 Thayer's Two Dimensional Activation Model.

HIGH ENERGY EXPENDITURE DIMENSION A
ENERGY (General Activotion)

DIMENSION B
TENSE (High Activation)

1. Dimensions are negatively correlated at high levels. 2. Dimensions are positively correlated at moderate levels.

(Deactivation) SLEEP

(General Oeactivation) PLACID

3. Low level on one dimension reduces activation on both.

LOW ENERGY EXPENDITURE Source: R. E. Thayer (1978). Toward a psychological theory of multidimensional activation (arousal). Motivation and Emotion, 2(1), 1-33.

dicate an increase in energy for most ordinary waking activities. These dimensions tend to separate during conditions leading to high tension or high energy/vigor, producing a negative correlation between the two; that is, peaks of energy and vigor are associated with reduced tension and high tension is associated with reduced energy and vigor. Thayer also argues that extremely low levels of either dimension will tend to be accompanied by low levels of the other dimension. An important characteristic of the General Activation component (energy) of dimension A is its relationship with a positive affective tone. Thayer (1978) found positive intercorrelations among general activation self-descriptions and another factor containing adjectives relating to being carefree, warm-hearted and affectionate. Most of the empirical evidence pertaining to dimension B deals with the emotional construct of tension or anxiety (Thayer, 1978). Thayer (1967) found that stress-inducing exam periods and stress-relieving mediation had their greatest significant effects on dimension B adjectival measures. A replication by Thayer indicated the same results (Thayer, 1978). In contrast to General Activation (energy). High Activation (tension) was found to be associated with negative mood adjectives (Thayer, 1978). No clear tonal pattern emerged for Deactivation Sleep and General Deactivation.
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Electrophysiological validity of the Thayer model was measured by Clements, Hafer, and Vermillion (1976). Thayer's model was purported to be a more accurate reflection of total body arousal than individual physiological systems measured separately by electromechanical instruments. According to Thayer (1978) several reasons for this claim exist, including unique patterns of physiological responsiveness and the complexity of different systems maintaining homeostatic balance. Individual systems also have differing response latencies and times for reaching response limits. Finally, some systems represent total organismic activation better than others. Thayer (1978) maintains that many problems with unidimensional activation or arousal constructs could be clarified by understanding interrelationships between activation dimensions of the Thayer model. For example, the possibility exists that experimental manipulations of cognition assuming a one dimensional model of arousal, could be confounded by the effect on cognition mediated by another dimension. Addressing these problems will ultimately clarify both the multidimensional nature of arousal and its impact on cognition within various contexts such as erotic appeals communications.

THE PRESENT STUDY

The present study reports the results of an experiment in which arousal was manipulated through three treatments of a print advertisement with varying degrees of female nudity. As the following literature indicates, there is significant evidence nudity in ads produces stimulation with resulting idiosyncrasy of aroused emotional reactions (Morrison & Sherman, 1972; Pollay, 1986). For example, Morrison and Sherman (1972) found significant idiosyncratic responses to sexually suggestive print ads with some people responding more favorably to nudity and the overall level of sexual arousal. Steadman (1969) found that brand recall was best facilitated by nonsexual illustrations as opposed to sexual ones. Alexander and Judd (1979) found that recall was higher for a non-sexual ad rather than those using female nudity even though the sample was all male. Peterson and Kerin's (1977) expriments with various degrees of nudity in print ads indicated that explicit nudity was not rated as positively by respondents as were ads depicting fully and partially clothed models. They also contend that the effectiveness of sexually oriented ads may also depend on the degree of congruency between the use of sex and the product being advertised.
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Hypothesis Examination of these and other findings of erotic appeals in the context of arousal indicates erotic appeals invoke arousal reactions unique to the individual. Based on Bello, Pitts, and Etzels' (1983) findings of more negative reactions of females than males toward an ad featuring a female model uttering sexual innuendoes, negative feelings and higher tension arousal should be predominate with females' reactions to female nudity in print ads. It has been alleged that cultural conditioning of females may account for such a reaction (Hess, 1972). Congruent with previous research, men are expected to react with more energy arousal and a more positive reaction to female nudity. Subjects A judgment sample of 202 business majors in a southern university was selected for the study. Students provide a convenient yet viable population for the analysis of arousal and cognitive constructs. Students often have been used in previous studies dealing with Thayer's multidimensional arousal model (Thayer, 1978; Clements, Hafer, & Vermillion, 1976; Thayer, 1987). No study has found substantial differences in arousal separating the nonstudent from the student consumer. All participants are given a consent form to sign and randomly assigned via seat number to one of three treatment groups in different locations within the same building. The participants relaxed and talked comfortably with each other for 10 minutes before the experiment was started. A slide projector was used to present two ads to each group. Subjects were spread out within each testing area and requested not to communicate with each other during the slide viewing or while completing questionnaires administered after each ad exposure. Participants were fully debriefed following the experiment. METHOD Experimental Treatments Prior to viewing one of the treatment ads, all subjects viewed a perfume ad featuring the same verbal message (Excitement! Beyond Imagination) and product image (a perfume bottle) as in the treatment ads superimposed over a serene landscape scene. This preceding ad was used to (1) give the subject the impression that this was a test of ads as opposed to a test of arousal, (2) to ascertain if the groups were similar in terms of ~70 SPRING 1990

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activation after viewing the same preceding ad, and (3) to provide a low baseline level of arousal. The experimental manipulation was accomplished by three print ad treatments featuring models in different degrees of exposure with the same copy as in the preceding serene landscape ad. All three treatment ads featured the same perfume bottle image.* The first version pictured a partially concealed (semi-nude) female model with her breasts and lower abdomen covered by the perfume bottle image. Thirty-nine men and twenty-five women were randomly assigned to this group. The second version pictured the same nude female with her breasts and lower abdomen exposed. This group consisted of thirty women and forty men. The third featured a fully-clothed male and fully-clothed female (demure models) standing apart from each other in a non-suggestive pose and gazing in opposite directions. Once again, random assignment was used to allocate thirty-one women and thirty-seven men to this group. Each of these treatment ads were selected from several alternatives through the use of focus group interviews. The pictoral portions of the ads selected were from general readership periodicals. Subsequent to viewing each ad, subjects are asked to respond to paper and pencil measures of arousal and cognitive feelings about the ad. While the psychological self-report approach uses descriptive adjectives dependent upon cultural and linguistic backgrounds, it represents a high level of organismic integration (Thayer, 1978). An individual asked to describe momentary activation feelings on a questionnaire condenses and sums information from many concurrently functioning physiological systems. Citing the work of Routtenberg (1968), Thayer (1978) notes that reports of low intercorrelations of central and peripheral subsystems in situations which in theory, should be activation-inducing, demonstrate the need for a common measure of multidimensional arousal constructs. Thayer (1978) contends it is not known how awareness of arousal bodily states occurs, yet the summation of information from various systems leads to this state of awareness. Commonly applied physiological measures such as heart rate or galvanic skin response provide only unidimensional data (Watson & Gatchel, 1979; Stewart & Furse, 1982). Such idiosyncratic measures indicate intensity degree along one dimension rather than valence (Stern, Farr, & Ray, 1975). The use of descriptive adjectives was thus deemed as an acceptable alternative to physiological measures that are cumbersome, intrusive and function within a narrow homeostasis (Thayer, 1986).

A perfume ad was selected because of the common usage of eroticism in advertising cosmetics. Also, women buy perfume for their personal use and men often buy it as a gift.

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Operationalization of the Variables Arousal was measured by the short form of Thayer's AD-ACL checklist (Thayer, 1978). Thayer's activation dimension scales consist of summing five four-point adjectival items (scored "0" for "definitely do not feel" to " 3 " for "definitely feel") each for General Activation, General Deactivation, Deactivation Sleep and High Activation. Each set of items served as multiple measures of the associated arousal construct. The reliability of the model has been substantiated by several replications (Thayer, 1978) and construct validity has been ascertained by comparing the significantly higher correlations of AD-ACL scores and electrophysiological measures to correlations among electrophysiological measures (Clements, Hafer, & Vermillion, 1976). Three six-point adjectival items (Scored " 1 " for "no definitely not" to "6" for "yes definitely") were selected for a summed item scale measure of the impressions of the ad. These items were "Interesting," "Good," and "Distinctive." Similar adjective scales have been used in several previous studies (Aaker & Bruzzone, 1985; Bello, Pitts, & Etzel, 1983). A manipulation check was facilitated by subjects rating impressions of each ad on an additional six-point single item scale indicating the degree to which treatment ads displayed nudity. Those subjects who received either the explicit nude model treatment, or partially concealed erotic model treatments were expected to perceive the ads as such in terms of the scores on the displaying nudity measure. These scores should also contrast with the displaying nudity measure of the demure models treatment. Analysis Five separate two-way analyses of variance (ANOVA) were performed. The dependent variables were the four summed scale components of Thayer's arousal model. High Activation (tension). General Activation (energy). General Deactivation (calmness), Deactivation Sleep (fatigue), along with a three-item summed scale representing cognitive impressions of the ad. The independent variables were gender and the treatment group (nude, semi-nude, and demure model exposure). Separate analyses of variance rather than multivariate analysis of variance were performed because of the purported contrasts between Thayer's arousal dimensions (Thayer, 1978). Post-hoc analysis using Tukey's alternative procedure was employed to ascertain specific dependent variables mean differences between ad treatment groups across both sexes, differences between genders across ad treatment groups, as well as evaluation of cell means for gender/ad treatment interactions.
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RESULTS
Prior to the examination of the data for the purpose of evaluating the study results, several preliminary analyses were performed. In order to execute preliminary analyses, Chronbach coefficient alpha tests of reliability were performed to facilitate the use of items in summed scales representing (1) ad impressions, and (2) measures of all four of Thayer's activation dimensions. All of the coefficient alpha scores were in excess of .6 and were considered acceptable (Bagozzi, 1978). A factor analysis was conducted to examine the dimensionality of the AD-ACL results. Factor analysis using varimax rotation strongly supported the four-dimensional as opposed to the two-dimensional model of arousal for the treatment ad indicators. While the factor analysis of treatment ad indicators revealed that the two reverse scored Deactivation Sleep (fatigue) measures (wide awake and wakeful) loaded strongly as negative indicators of General Activation (energy), this is not unusual. According to Thayer (1986), these indicators often act as reciprocal predictors of General Activation as well as predictors of Deactivation Sleep. The manipulation check used analysis of variance to test for significant mean differences between groups in terms of the level of perceived nudity in the treatment ads. The Tukey alternative procedure was used to ascertain group differences. The measurement entailed a six-point adjectival item. Respondents rated if the ad displayed nudity with " 1 " indicating "no definitely not" and "6" indicating "yes definitely." The results indicated that all group means were significantly different at the p < .05 level. Mean scores for the nude model ad, semi-nude model ad, and demure ad were 5.14, 2.12 and 1.157 respectively. An additional preliminary analysis included examination of ad impression rating differences between subjects who recognized the brand of perfume in the ad (16 subjects for the preceding ad; 23 for the treatment ads) and those who did riot recognize the brand (186 subjects for the preceding ad; 179 subjects for the treatment ads). This was done to determine to see if these cases can be combined. Kolmogorov-Smirnov two sample tests (Winkler & Hays, 1975) indicated no statistically significant differences at the p < .05 level between those respondents who did and the remainder of those who did not recognize the preceding ads perfume brand and the treatment ads perfume brand in terms of their ad impression ratings. The cases were therefore combined for subject analysis. Analysis of variance was performed to test for any significant difference in mean scores on the summed scales representing the Thayer activation measures for the preceding ad. It was expected that since all groups received the same preceding ad exposure (a serene landscape scene), they should exhibit no significant differences in activation scores pertaining to
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that ad. As expected, the results indicated no statistically significant differences at the p < .05 level between the groups of respondents on any activation measure. Hypothesis Verification The results (see Table 1) indicate the following statistically significant mean differences at least at the p < .05 level between the treatment ad groups. For High Activation (tension) significant main effects were found with sex and treatment ad group as well as a significant interaction effect. Both General Activation (energy) and Deactivation Sleep (fatigue) exhibit a significant main effect for treatment ad group and a significant interaction between ad group and sex. However, General Deactivation (calmness) indicates only a main effect for treatment ad group. Ad response (cognitive response) showed a significant main effect due to sex as well as a significant interaction between sex and treatment ad group. No significant differences in ad response emerged between the treatment ad groups across the sexes. This is logical in light of the sexes' diverse activation and cognitive responses compensating for each other within nude and seminude ad groups. Post-hoc analyses of the main effects, at least at the p < .05 level (see Table 2), reveals that across both genders significantly more High Activation (tension) was generated in the nude model ad group compared to semi-nude and demure model ad group. General Activation (energy) was significantly higher in the nude model group compared to the seminude model group. Surprisingly, the semi-nude model group exhibited the greatest Deactivation Sleep (fatigue) and General Deactivation (calmness) across both genders. In terms of ad response, the main effect for sex indicated men thought significantly more highly of the ads. As was indicated by the main effect for High Activation across groups by gender, this might be due to a lack of tension for men evoked especially in the nude model group. Conversely, women's lower opinion of the ads overall is perhaps due to greater levels of tension evoked again especially in the nude model group. These relationships are further clarified when examining specific interaction effects between gender and treatment ad group upon dimensions of activation and ad response (see Table 3). Congruent with the hypothesized relationships in the nude model group, women were significantly more tense (High Activation) than men. Women were also more fatigued (Deactivation Sleep) than men. According to the Thayer (1978) fatigue can be a byproduct of tension. However, men were significantly more energized (General Activation) than women within this same nude model group. As was also expected, men's ad responses to the nude model ad were significantly more positive than the women's responses toward the nude model ad. ~ ' SPRING 1990

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TABLE 1 Analysis of Variance Results

Main Effects High Activation (Tension) Sum of Squares

DF

Mean Square

Significance

off

Sex
Ad Group Two-way interactions Error

287.539 480.161 157.925 1981.613

1 2 2 196

287.539 240.081 78.963 10.110

28.440 23.746 7.810

.000 .000 .001

General Activation (Energy)

Sex
Ad Group Two-way interactions Error Deactivation Sleep (Fatigue)

1.155 135.373 242.545 3685.973

1 2 2 196

1.155 67.687 121.273 18.806

.061 3.599 6.449

.805 .029 .002

Sex
Ad Group Two-way interactions Error General Deactivation (Calmness)

2.228 87.963 345.571 1749.737

1 2 2 196

2.228 43.982 172.786 8.927

.250 4.927 19.355

.618 .008 .000

Sex
Ad Group Two-way interactions Error Cognition (Ad Response)

.000 161.555 36.525 2983.490

1 2 2 196

.000 80.778 18.262 15.222

.000 5.307 1.200

.995 .006 .303

Sex
Ad Group Two-way interactions Error

55.630 30.246 477.271 2365.566

1 2 2 196

55.630 15.123 238.635 12.069

4.609 1.253 19.772

.033 .288 .000

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TABLE 2 Post-Hoc Analysis of Main Effects for Treatment Ads (Tukey Alternative Procedure)
High Activation (Tension)t Groups Group Demure Semi-nude Nude Mean 2.257 2.461 5.614 General Activation (Energy)t Groups Group Semi-nude Demure Nude Mean 4.953 5.700 7.014 Deactivation Sleep (Fatigue)t Groups Group Demure Nude Semi-nude Mean 3.728 4.442 5.323 General Deactivation (Calmness)t Groups Group Nude Demure Semi-nude Mean 4.271 5.142 6.553 High Activation (Tension):]: Females 4.88 Ad Response (Cognition)t Females 10.09
(*) Denotes pairs significantly at .05 level. + Broken down by Ad groups. t Broken down by sex.

Demure

Semi-nude

Nude

Semi-nude

Demure

Nude

Demure

Nude

Semi-nude

Nude

Demure

Semi-nude

Males 2.47 significant p < .05 level

Males 11.19 significant p < .05 level

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FEMALE NUDITY IN PRINT ADVERTISING TABLE 3 Post-Hoc Analysis of Interaction Effects for Treatment Ads (Tukey Alternative Procedure) Groups Mean High Activation (Tension)t 1.794 2.000 2.798 3.400 3.550 8.366 General Activation (Energy)t 4.359 4.918 5.366 6.080 6.741 8.250 Deactivation Sleep (Fatigue)t 2.800 2.838 4.160 4.405 6.051 6.633 Group M/SN M/D W/D W/SN M/N W/N

M/SN M/D W/D W/SN M/N W/N Groups M/SN M/SN M/D W/N W/SN W/D M/N Groups M/N M/N W/D W/SN M/D M/SN W/N Groups W/D W/SN M/D M/SN W/N M/D W/N W/SN W/D M/N

Ad Response (Cognition)t 7.966 9.459 10.692 10.967 11.560 13.275

W/N W/N M/D M/SN W/D W/SN M/N

M/D

M/SN

W/D

W/SN

M/N

(*) Denotes pairs of groups signifieantly different at the .05 level. Legend W/Nwomen in nude model ad group M/Nmen in nude model ad group W/SNwomen in semi-nude model ad group M/SNmen in semi-nude model ad group W/Dwomen in demure model ad group M/Dmen in demure model ad group + Broken down by sex by ad group.

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Within the semi-nude model group, women were more energized and less fatigued than men but not to a statistically significant degree. As expected, within the demure ad group all the activation measures were not significantly different. While women liked the demure ad more than men, it was not significantly greater. When examining men's and women's activation responses across groups, the results are intuitively logical. For example, the greatest amount of tension resulted from women in the nude model group. Only this mean was significantly larger than all other scores in other ad groups for men or women. This is expected in light of the hypothesized impact nudity was supposed to have on females' tension generation. Men exhibited significantly more energy in the nude model group than men in the other two groups but not women in the other two groups. This is apparently due to women receiving more energized arousal from "toned down" ads. The strong fatigue of women in the nude model group was significantly greater than all gender/ad group combinations but men's fatigue in the semi-nude group. In terms of ad response, a nude model wins the popularity contest with men but not significantly more than women's feelings about a seminude model.

DISCUSSION
The results clearly support hypothesized relationships. Men are energized by female nudity; women are made tense and fatigued. Men had positive feelings associated with the nude model ad whereas women were negative. While generalizing from these results is cautioned, it appears a "toned down" version of the ad for female audiences may be worth exploring. These indications suggest several very important considerations for advertising strategy and for future research. First, if an erotic theme is going to be used, the readership and target market of the periodical selected should be considered and evaluated. Explicit female nudity may not be the best choice when the target market is female. Currently, many ads in women's periodicals, such as Cosmopolitan, feature explicit female nudity. Second, further research should be conducted to see if males and females of different value systems have specific reactions to such advertising. For example, it seems intuitively logical that women of feminist values would resent such ads for different reasons than women with conservative values. The impact of strongly internalized norms and values on reactions to various types of erotica in ads is worthy of further study and explanation. Third, additional research is necessary to ascertain the structural relations between arousal constructs acting as intervening variables be~78 ' SPRING 1990

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tween an ad stimulus, resulting feelings about the ad as well as ensuing attitude formation towards the product itself. Unlike unidimensional electromechanical devices, Thayer's self-report measures are well suited to application in a model featuring multiple arousal dimensions. Incorporating Thayer's self-report measures into a multiple indicator model of erotic stimuli induced arousal would add to understanding advertising induced arousal dimensions, measurement and output relationships with cognitive and affective constructs. Fourth, other empirical work should be conducted to see if mixed gender nudity and male nudity have differing affects on the arousal reactions of men and women. For example, significant controversy has erupted over the use of mixed gender nudity in Calvin Kleins' "Obsession" advertisements. It seems appropriate to explore the specific reactions of men and women to such ads, specifically the "arousal-cognition-affect" linkages. Lastly, addressing these differing reactions to erotic ads should be part of an overall promotional strategy for the firm involved. If specific segments of the population react negatively to "overdoing" the use of nudity, the consquences may be detrimental for not only the product in question but also the entire corporate image.

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