Nudity of female and male models in primetime TV advertising across seven countries

Michelle R. Nelson and Hye-Jin Paek

This study partially replicates and extends previous research on nudity by examining TV advertising across multiple countries (Brazil, Canada, China, Germany, South Korea, Thailand and the United States) and by incorporating multiple factors (cultural values, advertising regulation and product type).

Nudity of female and male models in primetime TV advertising across seven countries

Michelle R. Nelson University of Illinois at Urbana-Champaign

Hye-Jin Paek Michigan State University

INTRODUCTION

Depictions of male and female nudity are prominent in US advertising (Reichert & Lambiase 2003; Reichert & Carpenter 2004). Despite the trend towards the use of Western or US models across national boundaries (e.g. Whitelock & Rey 1998; Harris & Attour 2003; Frith et al.2005), nudity may not be an advisable global strategy because values, attitudes and norms related to sexuality, and advertising regulations vary substantially across cultures (Boddewyn...

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