Effects Of Advertisements On Children s Advertising

Pollay (1986) had suggested that advertisements are very persuasive and use stereotypical portrayals when using sexual content and therefore, those adverts have a way of manipulating the consumer by using sex appeals. Those advertisements use fantasies and illusions to draw the buyer in rather than the reality to manipulate the buyer into wanting things that they in reality may not need in the first place. (Klempner, 2004, Zailckas, 2006). Younger people are harder to connect with so adverts need such content to draw the younger viewers in (Strasburge and Donnerstein, 1999). McInnis et al (1991) stated that the adverts must draw attention of the consumer so the advertisers use cues that the consumer will be sensitive; as a result, this†¦show more content†¦Alexander and Judd, (1979) found that nudity does gather more attention of the consumer, yet it does not make individuals remember the advertisement better than any other advertisement type, nor do they recall any positive or negative feelings toward the product. However, the advertisers must know who their target audience is to make sure that the appeal is there and not to arouse any negative feeling toward the product (Alexnder and Jude, 1986). Patterson and Kerin, (1977), found that advertisements which contain nudity had been perceived in a less favourable light and to be more offensive. What need to be taken into consideration with this research is that it is very outdated. That might have been the case during the 70’s when nudity did not play such a big role in the society. More current research states that when companies use nudity in their adverts, it will improve the recognition of the product (Jones, Stanaland and Gelb, 1998). LaTour (1986) stated that as levels of nudity in the adverts increase, the appeal is weakened greatly or looked upon negatively. Steadman (1969) had found that when brands recall what was concerned, it was better when there was no nudity as opposed to when nudity was used. Alexander and Judd (1978) found when males were about to recall what they have seen on an advert, they recalled more on an advert where no nudity was involved. Peterson and Kerin (1977) had conducted an experiment when