Sex Cells : How the use of sex in advertising varies across eight countries

Stephen S. Holden, Bond University
Marilyn Y. Jones, Bond University
Joanna Gabler

Abstract

This study examines how the use of sex in magazine advertising varies across eight different countries – Singapore, Australia, India, South Africa, France, Germany/Austria, Brazil and the U.S. Eight magazines were collected from each country. We examined the incidence of sex in advertising and its various components in the 3,201 ads found in this assortment of magazines. Significant differences between countries were found for use of attractive models, nudity and types of sex appeal. While it is difficult to draw firm conclusions, we believe that the results support the notion that sex in advertising is driven by its novelty value rather than cultural acceptability. We also found that use of specific elements of sex in advertising can operate independently. That is, a country may be a high user of some elements representing sex in advertising, but be a low user relative to other countries, of other elements.