Does Sex Sell in a Chinese Society

Abstract

Sexual appeal was once was regarded as panacea in advertising. Research findings in western countries regarding sexu- ally explicit advertising generally have divergent views-positive and negative advertising effects. Published findings indicate advertise- ments that employ sex appeals are attention-getting and result in better brand recall, while on the contrary, these advertisements are viewed as offensive and creating negative attitudes and behavioural intentions. The use of sex in advertising is a complex issue. The gender of the model, the gender of the receivers, the product adver- tised, the culture background of the market etc. will have an impact on the effectiveness of advertising. The present study focuses on the relationship between sexually explicit advertisements in Hong Kong and the advertising effectiveness, in the form of recall, attitude and purchase intention.