The Effect of Sexual Embedding on Responses to Magazine Advertisements
- 1 June 1985
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 14 (2) , 48-56
- https://doi.org/10.1080/00913367.1985.10672946
Abstract
This paper presents the results of two empirical studies designed to assess the effectiveness of sexual embedding in advertising. In Study 1, a sample of 424 viewed and evaluated two ads with embeds or two matched ads without embeds. The results indicated that embedding was effective in raising attitudinal evaluations of a liquor ad but not a cigarette ad. In Study 2, GSR measurements were taken on a sample of 36 subjects while they viewed both versions (with and without embeds) of two ads. The results of Study 2 indicated that embedding was effective in increasing GSR measurements for the versions of the ads with embeds.Keywords
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