Consumer attitudes towards female nudity in advertising: An empirical study

Abstract

Female nudity in advertising varies greatly across Europe and the world. However, in studying extant literature regarding female nudity in advertising a number of limitations emerge. In particular, existing research into consumer attitudes fails to recognize sexuality and cultural differences. The aim of this research is to explore and describe consumer attitudes to the depiction of female nudity in advertising in the UK; a previously overlooked context. In addition, in order to overcome omissions in existing empirical research, a secondary aim is to explore such issues from a variety of perspectives by noting and incorporating into the analysis participant sexuality. The literature review concentrates on the key areas of sex roles in advertising, sex appeal and arousal in advertising, female nudity in advertising and the application of literary, feminist and art theory to advertising research. Thereafter follows a discussion and justification of focus groups as the chosen method that incorporates a detailed description of the informants (including details of informant sexuality and sex) as well as a breakdown of the choice of advertising material. Following from this are the results and discussion that focus on six key themes: sex and sex approval; the gaze; sexual and non-sexual use of nudity; femininity and androgyny; congruence; and authorial intent and reader response. The article concludes with a discussion of the main implications of the study and with the forwarding of suggestions for further research.