Section I: Impact of sexual appeals on attention gain and memory Through this first section, we will discuss the impact of the use of nudity in advertising on attracting consumers' attention and persisting in their memories and therefore negatively or positively influences their persuasion process and purchasing decisions.1.1 Sexual appeals attract consumers' attentionFrom a theoretical point of view, the persuasion process it is strongly influenced by capturing consumers' attention (MacKenzie, 1986). Consumers have been shown to make purchasing decisions based on the memorization of the stimulus and not on the moment of exposure to advertising messages. However, the use of nudity in advertising can negatively impact brand recall as it distracts the audience's attention and makes attentive thoughts difficult. Emotions aroused after being exposed to a nude advertisement can direct attention from the information to the source of these emotions as they reduce esteem and value of the product in question (Clark and Isen, 1982; Gilligan and Bower, 1984). studies evaluate, for both managerial and educational reasons, the effectiveness of nude advertising in attracting public attention. Especially since many advertisers resort to this medium to overcome strong competition and penetrate the buyer's perception. Advertiser practices have evolved across the board, and exposure to sexual ads has increased due to the amplified number of ads bombarding the public every day. Initially, an attractive woman was associated with a product aimed at men just to attract their attention. The impact of these ads on attention gain and brand awareness was measured through male…center of paper…non-sexual appeals. Regarding its effect on memory, Reid and Soley (1981, 1983) found that advertisements featuring decorative female models increased memory of the image in the advertisement; particularly if the product categories are to some extent relevant to sexual information such as perfumes, liquors or swimsuits. On the other hand, although such advertisements have been criticized many times because they distracted viewers and prevented them from processing information, in reality, in real life, consumers are exposed to advertisements multiple times and as a result can afford to learn information about brand.Based on what we have previously explained about the role of advertising containing nudity in ensuring better memory towards the advertisement, we present our second working thesis: H2: an advertisement containing nudity suggests better memory towards the advertisement than one advertising without nudity.
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