Although recent studies have begun to examine potential factors that might affect sexual appeals effectiveness, many questions remain unexplored. Based on previous studies relevant to sexual appeals, this study firstly distinguishes and explores two types of sexual appeals: implicit and explicit. Furthermore, this study compares the effects of two types of sexual appeals when product types are considered. In addition, sensation seeking is also incorporated into this research to examine how it may sway the effectiveness of the sexual appeals. The present study uses experimental design to investigate the advertising effects of different types of sexual appeals (non-sexual appeal vs. explicit appeal vs. implicit appeal) and product type (sex-related vs.non sex-related). A 3X3 factorial design is conducted. The ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that when a sex-related product is promoted, sexual appeals are more effective than non-sexual appeals. There is an interaction effect between sexual appeal and product type. To be specific, the explicit sexual appeal is more effective than the implicit sexual appeal when a sex-related product is promoted. However, such superior effects disappear as it turns to non sex-related product promotion. Additionally, for individuals with higher sensation seeking, the explicit sexual appeal is more effective than the implicit sexual appeal when the product is related to sex. On the opposite, for those with median degree of sensation seeking, the implicit appeal is more effective than the explicit appeal to promote the product which is not sex-related. Finally, for those with low degree of sensation seeking, there is no difference in advertising effectiveness between explicit and implicit appeal. According to these findings, this study suggests that marketers should consider not only the product they promote but also the sensation seeking of the target consumers before choosing an appropriate sexual appeal to maximize the advertising effects.

The purpose of this thesis is to explore how stakeholders’ view of sexual advertisement has been affected by the ‘#MeToo’-uprising and Time’s Up movement. A qualitative study has been conducted in order to gather information regarding stakeholders view of sexual appeal in advertising and how they have been affected by these movements. In this study, participants have been giving their thoughts and beliefs on this subject, which later on have been compared and analyzed in relation with existing theories. The findings of this study indicates an increased resistance to sexual advertising by the society due to the ‘#MeToo’-uprising and Time’s Up. Although, the resistance was greater among females than by males in this study. This is potentially due to the fact that women are the ones who constantly are being objectified in advertisement today, and throughout history. The practical implications of this thesis is that it could be to use for marketing firms who are engaged in advertising which contains sexual elements to better understand how ‘#MeToo’ and Time’s up have affected consumers’ view of sexual appeal in advertising. The original value of the study is new insights regarding consumers’ view of sexual appeal in advertisement as an effect of the ‘#MeToo’-uprising and the Time’s Up movement, which not have been studied before.

To use sexual messages in advertisements are becoming more common by each day, it is known as a method that can be highly effective to influence consumers’ attitudes. However, it is important to carefully consider how the appeal is used as high levels of sexual appeal can be perceived as unethical or offensive to consumers. Several factors are influential on consumers’ attitudes to sexual appeal in advertising. The focus of this study is laid upon the following five factors when it comes to sexual appeal in advertising: level of nudity, gender of the consumer, gender of the model, culture and personality of the consumer.  This thesis examines how young consumers from Canada, Hong Kong and Sweden in the age span between 18–24 years differ in their attitude toward sexual advertisement, connected to the previous mentioned factors. This was done by concluding semi-structured interviews with male and female students from each nation, where they expressed their opinions about sexual commercials. It was found that female participants had a moral dilemma when it came to high levels of sexual appeal. Some of the male respondents were found to be uncomfortable when being exposed to high levels of male nudity, which could be neutralized by including a female model. Furthermore it was found that the personality of the respondent affected how he or she reacted to the shown advertisement.  The findings of this study could be of good use to marketers and advertisers as they do not need to adapt their advertisements to each geographical market to the same extent as it possibly was believed before, as long the targeted group consists of younger consumers. / Användandet av sexuella meddelanden i reklam blir mer och mer populärt varje dag, denna marknadsföringsmetod är väldigt effektiv när det kommer till att påverka konsumenters attityder. Det är dock väldigt viktigt att ta hänsyn till hur det används då höga nivåer av sexuellt innehåll kan uppfattas som oetiskt eller kränkande bland konsumenter. Ett flertal faktorer påverkar konsumenters attityder till sexuell reklam. Denna studie fokuserar på följande fem faktorer när det kommer till sexuell reklam: nakenhetsnivå konsumentens kön, modellens kön, kultur och konsumentens personlighet. Denna uppsats utvärderar hur unga konsumenter från Kanada, Hong Kong och Sverige i åldersspannet 18–24 år varierar i sina attityder till sexuell reklam, kopplat till tidigare nämnda faktorer. Detta möjliggjordes genom semistrukturerade intervjuer med manliga och kvinnliga studenter från varje land, där de uttryckte sina åsikter om sexuella reklambilder. Studien resulterade i att de kvinnliga respondenterna hade ett moraliskt dilemma när det kom till höga nivåer av sexuell reklam. En del av de manliga respondenterna blev obekväma när de exponerades för höga nivåer av manlig nakenhet, vilket kunde neutraliseras av att inkludera en kvinnlig modell. Studien fann även att respondentens personlighet påverkade hur han eller hon reagerade mot den visade reklamen. Resultaten av denna studie kan komma till god användning för marknadsförare och annonsörer då de som tidigare trott, inte behöver anpassa sina reklamer till varje geografisk marknad, så länge som den tilltänkta kundgruppen består av unga konsumenter.