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RAE Executiva • Rev. adm. empres. 34 (4) • Ago 1994 • https://doi.org/10.1590/S0034-75901994000400002   copiar

É eficiente o uso de apelos sexuais em propaganda?

Autoria SCIMAGO INSTITUTIONS RANKINGS

EXECUTIVA

É eficiente o uso de apelos sexuais em propaganda?

Paulo Cesar MottaI; Daniel PiáII

IProfessor de Marketing do Departamento de Administração da PUC/RJ e Consultor de Empresas

IIProfessor de Marketing do Departamento de Administração da PUC/RJ

Palavras-chave: Propaganda, sexo, Marketing.

Key words: Advertising, sex, Marketing.

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1. IMPRENSA, p. 60-6, ab. 1991.

2. SEXO, socos e babás, Veja, n. 26, p. 50-6, jul. 1990.

3. ALEXANDER, M. Wayne, JUDD, Ben. Do nudes in advertisements enhance brand recall? Journal of Advertising Research, v. 18, p. 47-50, Feb. 1978.

4. O'CONNOR, P. J. Recall levels of sexuality in advertising. American Marketing Association. Educators Proceedings, p. 2-5, 1986.

5. BITHER, Stewart W. Effects of distraction and commitment on the persuasiveness of television advertising. Journal of Advertising Research, v. 9, p. 1- 5, Feb. 1972.

6. REID, Leonard N. Decorative models and the readership of magazine ads. Journal of Advertising Research, v. 23, n. 2, p. 27-32, Apr./May 1983.

7. STEADMAN, Major. How sexy illustrations affect brand recall. Joumal of Advertising Research, v. 9, p. 15-9, Feb. 1969.

8. BELCH, Michael A., HOLGERSON, Barbro E, BELCH, George E. et ai. Psychological and cognitive responses to sex in advertising. Advances in Consumer Research, p. 424-7, 1981.

9. Idem, ibidem.

10. Idem, ibidem.

11. SOLEY, Lawrence, KURZBARD, Gary, Sex in advertising: a comparison of 1964 and 1984 magazine advertisements. Joumal of Advertising, v. 15, n. 3, p, 46-64, 1986.

12. MORRISON, Bruce John, SHERMAN, Richard C. Who responds to sex in advertising? Journal of Advertising Research, v. 12, p. 15-9, Apr. 1972.

13. LUNDSTRON, William J., SCIGLIMPAGLlA. Sex role portrayals in advertising. Journal of Marketing, v. 41, p. 72-9, Jul. 1977.

14. FERGUSON, Jill Hicks, KRESHEL, Peggy J., TINKHAM, Spencer. In the page of Ms.: sex role portrayals of women in advertising. Journal of Advertising, v. 19, n. 1, p, 40-51,1990.

15. STEADMAN, Major. Op. cit.

16. CHESTNUT, Robert, LA CHANCE, Charles, LUBITZ, Amy. The decorative female model: sexual stimull and the recognition of advertisements. Journal of Advertising, v. 6, p. 11-14, Fall 1977.

17. SMITH, George H., ENGEL, Rayme. Influence of a female model on perceived characteristics of an auto mobile. Proceedings of the 76th Annual Convention of the American Psychological Association, p, 681-2, 1968.

18. BERKMAN, Harold W. Consumer behavior. Kent Publishing Company, p. 445-7, 1986.

19. RICHMOND, David, HARTMAN, Timoty P. Sex appeal in advertising. Journal of Advertising Research, v. 22, n. 5, p. 53-61, Nov. 1982.

20. STEADMAN, Major. Op. cit.

21. BAKER, Michael J., CHURCHILL Jr. Gilbert A. The impact of physically attractive models on advertising evaIuations. Joumal of Marketing Research, v. 14, p. 538-55, Nov. 1977.

22. KANUNGO, R. N., PANG, S. Effects of human models on perceived product quality. Joumal of Applied Psychology, v. 57, n.2, p, 172-8, 1973.

23. BRITT, Stewart Henderson. The use and misuse of sex in advertising. Proceedings. American Marketing Association, p. 163-5,1977; RICHMOND, David. Op. cit.

24. BRITT, Stewart H. Op. cit. 25. MITCHELL, Andrew A. The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Joumal of Consumer Research, v. 13, p. 12-24, Jun. 1986.

26. BAKER, Michael J. Op. cit; CHESTNUT, Robert. Op. cit; BRITT, Stewart H. Op. cit; O'CONNOR, P. J. Op. cit.

27. BITHER, Stewart. Op. cit.

28. PETERSON, Robert A., KERIN, Roger A. The female role in advertisements: some experimental evidence. Joumal of Marketing, v. 41, p. 59-63, Oct.1977.

29. GILLY, Mary C. Sex roles in advertising: a comparison of television adverlisements in Australia, Mexico and the United states. Joumal of Marketing, v. 52, p. 75-85, Apr. 1988.

30. SCHIMIDT, Angela Estereótipos femininos na propaganda brasileira: 1975-1981. Relatório técnico, n. 38, Coppead/UFRJ.

31. BAKER, Michael J. Op cit., KAHLE, Lynn R., HOMER, Pamela M. Physical attracttvenessof the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, v. 11,p. 954-61, 1985.

32. BAKER, Michael J. Op. cit. 33. PATZER, Gordon L. The physícal attractiveness phenomena. New York: Plenum Press, 1985.

34. CABALLERO, Marjorie J., SOLOMON, Paul J. Effecfs of model attractiveness an sales responses. Journal of Advertising, v. 13, n. 1, p, 17-33, 1984.

35, STEADMAN, Major. Op. cit.

36. STEADMAN, Major. Op.cit; BRITT, Stewart W. Op. cit; CHESTNUT, Roberl. Op. cit; SINGH, Surendra N., RQTHSCHILD, Michael L., CHURCHILL Jr., Gilbert A. Recognilion versus recall as measures of television comercial forgettíng. Journal of Marketing Research, v. 25, p. 72-80, Feb. 1988.

37. CHESTNUT,Robert. Op. cit; MITCHELL, Andrew A.Op.cit.

38. MITCHELL, Andrew A. Op. cit.

39. PLÁ, Daniel R. Sexo na propaganda e lembrança de marca, Rio de Janeiro: PUC/RJ, 1990.

40. RICHMOND, David. Op. cit.

41. PLÁ, Daniel R. Op., cit.

42. ALEXANDER, M. Op. cit.

43. SEVERN, Jessica, BELCH, George E., BELCH, Michael A. The effects of sexual and nonsexual advertising appeals and information levei on cognitive processing and communication effectiveness. Journal of Advertising, v.19, n.1, p.14- 22,1990.

44. MORRISON, Bruce John. Op. cit.

45. BAKER, Michael J. Op. cit.

  • 3. ALEXANDER, M. Wayne, JUDD, Ben. Do nudes in advertisements enhance brand recall? Journal of Advertising Research, v. 18, p. 47-50, Feb. 1978.
  • 4. O'CONNOR, P. J. Recall levels of sexuality in advertising. American Marketing Association. Educators Proceedings, p. 2-5, 1986.
  • 5. BITHER, Stewart W. Effects of distraction and commitment on the persuasiveness of television advertising. Journal of Advertising Research, v. 9, p. 1- 5, Feb. 1972.
  • 6. REID, Leonard N. Decorative models and the readership of magazine ads. Journal of Advertising Research, v. 23, n. 2, p. 27-32, Apr./May 1983.
  • 7. STEADMAN, Major. How sexy illustrations affect brand recall. Joumal of Advertising Research, v. 9, p. 15-9, Feb. 1969.
  • 11. SOLEY, Lawrence, KURZBARD, Gary, Sex in advertising: a comparison of 1964 and 1984 magazine advertisements. Joumal of Advertising, v. 15, n. 3, p, 46-64, 1986.
  • 12. MORRISON, Bruce John, SHERMAN, Richard C. Who responds to sex in advertising? Journal of Advertising Research, v. 12, p. 15-9, Apr. 1972.
  • 13. LUNDSTRON, William J., SCIGLIMPAGLlA. Sex role portrayals in advertising. Journal of Marketing, v. 41, p. 72-9, Jul. 1977.
  • 14. FERGUSON, Jill Hicks, KRESHEL, Peggy J., TINKHAM, Spencer. In the page of Ms.: sex role portrayals of women in advertising. Journal of Advertising, v. 19, n. 1, p, 40-51,1990.
  • 16. CHESTNUT, Robert, LA CHANCE, Charles, LUBITZ, Amy. The decorative female model: sexual stimull and the recognition of advertisements. Journal of Advertising, v. 6, p. 11-14, Fall 1977.
  • 17. SMITH, George H., ENGEL, Rayme. Influence of a female model on perceived characteristics of an auto mobile. Proceedings of the 76th Annual Convention of the American Psychological Association, p, 681-2, 1968.
  • 18. BERKMAN, Harold W. Consumer behavior. Kent Publishing Company, p. 445-7, 1986.
  • 19. RICHMOND, David, HARTMAN, Timoty P. Sex appeal in advertising. Journal of Advertising Research, v. 22, n. 5, p. 53-61, Nov. 1982.
  • 21. BAKER, Michael J., CHURCHILL Jr. Gilbert A. The impact of physically attractive models on advertising evaIuations. Joumal of Marketing Research, v. 14, p. 538-55, Nov. 1977.
  • 22. KANUNGO, R. N., PANG, S. Effects of human models on perceived product quality. Joumal of Applied Psychology, v. 57, n.2, p, 172-8, 1973.
  • 23. BRITT, Stewart Henderson. The use and misuse of sex in advertising. Proceedings. American Marketing Association, p. 163-5,1977;
  • 24. BRITT, Stewart H. Op. cit. 25. MITCHELL, Andrew A. The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Joumal of Consumer Research, v. 13, p. 12-24, Jun. 1986.
  • 28. PETERSON, Robert A., KERIN, Roger A. The female role in advertisements: some experimental evidence. Joumal of Marketing, v. 41, p. 59-63, Oct.1977.
  • 29. GILLY, Mary C. Sex roles in advertising: a comparison of television adverlisements in Australia, Mexico and the United states. Joumal of Marketing, v. 52, p. 75-85, Apr. 1988.
  • 31. BAKER, Michael J. Op cit., KAHLE, Lynn R., HOMER, Pamela M. Physical attracttvenessof the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, v. 11,p. 954-61, 1985.
  • 32. BAKER, Michael J. Op. cit. 33. PATZER, Gordon L. The physícal attractiveness phenomena. New York: Plenum Press, 1985.
  • 34. CABALLERO, Marjorie J., SOLOMON, Paul J. Effecfs of model attractiveness an sales responses. Journal of Advertising, v. 13, n. 1, p, 17-33, 1984.
  • 36. STEADMAN, Major. Op.cit; BRITT, Stewart W. Op. cit; CHESTNUT, Roberl. Op. cit; SINGH, Surendra N., RQTHSCHILD, Michael L., CHURCHILL Jr., Gilbert A. Recognilion versus recall as measures of television comercial forgettíng. Journal of Marketing Research, v. 25, p. 72-80, Feb. 1988.
  • 39. PLÁ, Daniel R. Sexo na propaganda e lembrança de marca, Rio de Janeiro: PUC/RJ, 1990.
  • 43. SEVERN, Jessica, BELCH, George E., BELCH, Michael A. The effects of sexual and nonsexual advertising appeals and information levei on cognitive processing and communication effectiveness. Journal of Advertising, v.19, n.1, p.14- 22,1990.

Datas de Publicação

  • Publicação nesta coleção
    12 Jun 2013
  • Data do Fascículo
    Ago 1994
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