Kelsmark K.A., Dion P., Abratt R., Mischel L.
DeVry University, Stratum Executive Center, 11044 Research Blvd., Suite B-100, Austin, TX 78759, United States; Susquehanna University, Selinsgrove, PA, United States; Nova Southeastern University, Fort Lauderdale, FL, United States; University of the Witwatersrand, Johannesburg, South Africa
Kelsmark, K.A., DeVry University, Stratum Executive Center, 11044 Research Blvd., Suite B-100, Austin, TX 78759, United States; Dion, P., Susquehanna University, Selinsgrove, PA, United States; Abratt, R., Nova Southeastern University, Fort Lauderdale, FL, United States, University of the Witwatersrand, Johannesburg, South Africa; Mischel, L., DeVry University, Stratum Executive Center, 11044 Research Blvd., Suite B-100, Austin, TX 78759, United States
The purpose of this study was to examine differences in attitudinal responses to sexual imagery in advertising by young adult Hispanics and non-Hispanics and establish whether any gender differences exist. A quantitative methodology was used. Results show that the lack of influence of the ethnicity variable suggests that respondents appear to overwhelm Hispanic cultural predispositions. Although males were more accepting of the sexual imagery, this did not translate as influence by the advertisements. Although undefined by this research, the reptilian ad appears to exceed some tolerance levels. As a result advertisers and marketing managers should be wary of utilizing strong sexual appeals. © Taylor & Francis Group, LLC.