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Published in:
2015 | OriginalPaper | Chapter
The Use of Sexual Symbolism in Advertising
Authors : Timothy P. Hartman, Robert W. Cook
Published in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Art directors and copy chiefs were asked if they use cultural sexual symbols in the ads that they produce. Also, they were asked to identify symbols in an ad. The results indicated that a small percentage are using sexual symbols. The sample was unable to completely identify the four symbols that the creative director placed in the ad. The implication for marketing managers is to be aware of the potential danger of copy or illustrations being misinterpreted by the readers of such ads.