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How Do Turkish Adolescents React To Sexual Appeals In Advertising? A Field Experiment

100%
Erkaya Y.
Kwartalnik Naukowy Uczelni Vistula
|
2018
|
issue 3(57)
100-109
EN
This paper attempts to gain a deeper understanding of sexual appeals in advertisings and their impact on Turkish adolescents’ attitudes towards ads. This is a quantitative research and in this study an online survey was carried out with 211 Turkish adolescents. The results show that Turkish adolescents’ gender and education level do not have a significant impact on their attitudes towards the ads; however, their age does. The findings suggest that decision makers should pay additional attention to identify their customers and train their staff members accordingly. The paper also provides some suggestions to advertisers and marketing managers who target the Turkish adolescents.
PL
Artykuł stanowi próbę głębszego zrozumienia odwołań do seksualności w reklamach i ich wpływu na postawy tureckich nastolatków wobec reklam. Jest to badanie ilościowe, w którym przeprowadzono wywiady on-line z 211 tureckimi nastolatkami. Wyniki pokazują, że płeć i poziom wykształcenia tureckich nastolatków nie mają istotnego wpływu na ich postawy względem reklam, natomiast wiek – owszem. Wyniki sugerują, że decydenci powinni zwrócić większą uwagę w celu identyfikowania swych klientów oraz odpowiednio szkolić swój personel. Opracowanie zawiera również pewne sugestie dla reklamodawców i menadżerów od marketingu, którzy kierują swą ofertę do tureckich nastolatków.
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The Perception of Sexually Provocative Advertisements of American Apparel by Generation Y in Poland

100%
Bryła P., Gruczyńska A.
Polish Sociological Review
|
2018
|
vol. 201
|
issue 1
109-125
EN
In this paper we show results of a survey aiming to study the attitudes of young Poles towards sexual appeals and ethical issues in advertising on the example of American Apparel. A strong majority thought that the use of sex appeals was provocative and distasteful. The negative feelings about a sexually provocative advertisement of American Apparel were not compatible with the respondents’ opinion about the ad. There were some notable gender differences. More women than men thought of the ad as distasteful and immoral. More women were indifferent to shockvertising, while more men were rather negative. Women thought more often than men that ethical problems in advertising should be solved using legislation and that ethical problems in advertising are culture bound.
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