Att köpa sex : En studie om olika generationers attityder till sex i reklam

Sammanfattning: Problem & purpose: When using sexual advertising, it is important that companies review how that sort of marketing are being received by their consumers. This to create an understanding about the recipient's acceptance and perception of various promotional messages. Previous research about attitudes towards sexualized advertising focus mostly on attitudes in regards to the recipient's gender. However, there are less studies investigating whether attitudes can be linked to the recipient's age. Thus, the purpose of this study is to find out if, and if so, how recipients' attitudes towards sexualized advertising differ between two generations. This study may thus be interesting for people working in the communication industry, but could also be of interest in designing future studies in the subject.
Method & material: For our study we have used a qualitative method through interpersonal interviews with respondents from two different age groups. The participants were exposed to four different sexual advertisements and were then asked questions regarding them. The answers and the recipients expressions were then compiled in the chapter “resultat”.
Main result: The results of this study shows that there are certain attitudes towards sex in advertising depending on which generation the recipient belongs to. Both the younger and the older generation have a rather negative attitude towards sexualized advertising. However, there are differences that indicate that the younger generation has a slightly more negative attitude towards this kind of advertising. The younger generation believe that sex in advertising is a method used by companies to increase sales. The younger generation sees this as something bad and annoying. The older generation has a more passive attitude towards sexualized advertising and does not experience this kind of advertising as frustrating as the younger generation does.