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Sex Cells : How The Use Of Sex In Advertising Varies Across Eight Countries, Stephen S. Holden, Marilyn Y. Jones, Joanna Gabler

Stephen S Holden

This study examines how the use of sex in magazine advertising varies across eight different countries – Singapore, Australia, India, South Africa, France, Germany/Austria, Brazil and the U.S. Eight magazines were collected from each country. We examined the incidence of sex in advertising and its various components in the 3,201 ads found in this assortment of magazines. Significant differences between countries were found for use of attractive models, nudity and types of sex appeal. While it is difficult to draw firm conclusions, we believe that the results support the notion that sex in advertising is driven by its novelty value …