AUTHOR
Enbom, Jessica; Gustafsson, Stina

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Abstract

During the past years provocative advertising has increased considerably and people are more concerned about their appearance. The focus of the media has for a long time been on women, and how they are affected by idealizing models and sexual appeal ads. The debate is still of interest and the question is if and how men are affected.

The purpose of this study is to gain a deeper understanding of how sexually provocative advertising affects young men and their perception of themselves. In order to fulfil the purpose we have inspected previous studies and based on those studies we have conducted a focus group interview.

The result of the study is not in line with previous research. Our study shows that young men – contrary to past findings – are affected positively by, and prefer, advertising that is partly provocative and contain idealized models.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/118--SE / NR 2005:118