Freudian Sexual Symbolism: Theoretical Considerations and an Empirical Test in Advertising

Abstract

Freudian sexual symbolism theory and research are discussed and an empirical test of that theory is presented. Following up the 1985 findings of Ruth and Mosatche, an experimental investigation measured the effects of sexual symbolism in advertising on self-reported purchasing tendencies. A within-subjects design exposed 42 male and 57 female undergraduates to liquor advertisements containing genital symbolism and to liquor advertisements lacking such symbolism. Liquors presented in advertisements were matched on purchasing desirability prior to the experimental manipulation with a separate undergraduate sample to balance for actual preference for liquor. Dependent t tests consistently indicated stronger purchasing tendencies for symbolic than for nonsymbolic advertisements. Data from these undergraduates supported the psychoanalytic postulate that sexual symbolism unconsciously motivates an observer toward goal-directed behavior. Specifically, psychoanalytic theory would suggest that genital symbolism motivates consumers' behavior via the sexual arousal based on an unconscious recognition of the male and female genitalia and the act of sexual intercourse.