However, in studying extant literature regarding nudity in advertising a number of limitations emerge. The aim of this research is to explore and describe consumer attitudes to the depiction of nudity in advertising in a previously overlooked context. Addtionally, in order to overcome omissions in extant empirical research a secondary aim is to explore such issues from a variety of perspectives. The paper does this specifically through the categories of gay men, straight men, gay women and straight women. The literature review concentrates on the key areas of sex roles in advertising, sex appeal and arousal in advertising and nudity in advertising.
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Female Nudity in Advertising: an Exploratory Study
Alongside legends like Serena Williams and Yoko Ono, comedian Amy Schumer headed a wonderful overhaul to the new Pirelli Calendar, which traditionally features naked supermodels. In the pic, shot by Annie Leibovitz, Schumer posed topless holding a coffee. She later shared it on Twitter with the caption, "Beautiful, gross, strong, thin, fat, pretty, ugly, sexy, disgusting, flawless, woman. Photographer Jessica Yatrofsky recently published a new book titled 'I Heart Girl', which features nude and semi-nude images of women challenging traditional notions of gender.
Explores gender specific attitudes toward the ad and attitudes toward the brand under varying degrees of female nudity in ad treatment conditions. Finds that women are far more tense than men when exposed to overt female nudity in ads. Discusses implications for advertising strategy.