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Young People’S Perceptions Towards Sexuality In Advertising


  • Cristina Maria BALGARADEAN

    (Babes-Bolyai University of Cluj-Napoca, Romania)

  • Raluca BABUT

    (Babes-Bolyai University of Cluj-Napoca, Romania)


Whether it`s subtle allusions or explicit images, whether it sells chocolate, cars or condoms, sexuality is more and more present in nowadays advertising. In this context, a series of questions become legitimate to be asked: Does sex sell? Are a provocative attitude, few clothes and explicit gestures efficient? Can they determine us to prefer a certain brand and buy it? In our study we analyze the Romanian college educated young people’s perceptions and opinions towards sexuality in advertising. The results were obtained through a qualitative research. More exactly, we organized two homogenous focus groups taking into account gender (one was made up of women and another of men), age (between 23 and 25 year-old), residence (urban environment) and education level (university studies). The conclusions are in line with the scientific literature and emphasize the difference between men and women regarding the perception towards sexuality in advertising.

Suggested Citation

  • Cristina Maria BALGARADEAN & Raluca BABUT, 2015. "Young People’S Perceptions Towards Sexuality In Advertising," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 63-77, May.
  • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:1:p:63-77

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    References listed on IDEAS

    1. Kineta H Hung & Stella Yiyan Li & Russell W Belk, 2007. "Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(6), pages 1034-1051, November.
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    More about this item


    advertising; sexuality; nudity; young people’s perceptions; perfume advertisement;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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