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 1991; Lass & Hart 2004; Mueller 2004).