Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang
National Sun Yat-sen University
Chien-Hun Tseng
Taiwan Semiconductor Manufacturing Company
Introduction
Today’s consumers are deluged by contemporary advertising. Their lack of interest and defence mechanisms have challenged advertisers to develop strategies that can ‘cut through the clutter’ in a saturated media environment and motivate consumers to process ads. Models in advertising have been identified as influential in communication effectiveness (Barnes et al. 2009; Chia et al. 2012). The cliché ‘sex sells’ is apparently held in high esteem by advertisers who continue...