The Impact of Sexual Imagery in Advertising: Comparing Hispanics’ and Non-Hispanics’ Attitudes and Responses Toward Print Ads

Abstract

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.