To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. Culture and age has been proven to be factors affecting attitude towards advertisements, and previous research has found that the attitude towards sexual appeal in advertising between Swedish and South Korean university students only differed slightly. To examine the attitudes, data was collected through a questionnaire. The results suggest that the attitudes of each age group are generally rather similar, regardless of culture. Ages 18 to 30 showed most negativity towards sexual appeal in advertisements.

This study has investigated whether cultural differences affect how one perceives sexual advertising. The study has focused on Sweden and South Korea, which showed great differences in Hofstede's cultural framework. Sweden, according to Hofstede, is considered to be a feminine country and has low uncertainty avoidance. In contrast to South Korea, which is considered masculine and is one of the most uncertainty avoiding countries in the world. The study examined whether these cultural aspects affect how the consumer perceives sexual advertising. To answer this, data was collected through a questionnaire, with Swedish and South Korean university students as respondents. The results showed that there were differences in how Swedish and South Korean participants experienced sexual advertising, although not as great differences as expected. The South Koreans proved to be more easily upset by the advertising than the Swedes, however, it turned out that no one felt interested in buying the promoted product, regardless of culture.