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SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES

PUNE

SUBMITTED TO: SUBMITTED BY:

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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 findingout $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 34456 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/ 344;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 manydifferent 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.

: it only generates interest.

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PI0OT ,TUD< R*,U0T,

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.

or other detailed statistics please find attached the excel sheet.

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U*,TIONN1IR*

Questioaire 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 EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE

1ge 3in years6 -F&- &@

@ and a/ove

7ender emale =ale

Occupation Professional ,tudent

:ouse$ife Others

*ducational ualification

=asters (achelors

,tudents Others

Income 3per month6

G -@!44-& G @!444 G @!44-& G H@!444

1/ove G H@!44-

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0ocation =etro Non&metro

-. 2hat 9ind of advertisements do you find to /e most effective

Television Internet

(ill/oard Radio

Ne$spaper Other

=agaJine

. Do advertisements have any part in ho$ you determine $hat products you $ill /uy

Never

,ometimes

=ost of the time

1l$ays

. H 2hat 9ind of advertisements increase the chance that you $ill /uy the product

Comic advertisements

,entimental advertisements

,ports advertisements

Romantic advertisements

,exual advertisements

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KIND0< R**R TO T:* (*0O2 7I+*N ,TOR

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B. If the same advertisement $as in a ne$spaper or magaJine $ould you /e as interested

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