The Naked Truth: Revealing the Affinity for Graphic Sexual Appeals in Advertising
Tom Reichert
University of Georgia
Michael S. LaTour
University of Nevada/Las Vegas
John B. Ford
Old Dominion University
INTRODUCTION
In 2007, designer Tom Ford shocked audiences with erotic advertising that introduced his signature men’s fragrance. Research would suggest that such appeals risk brand objectives by offending consumers and provoking potential backlash effects. Part of the issue is how much graphic nudity to feature without negative responses (LaTour, 1990). That research, however, has generally failed to differentiate consumers whose response may be more favorable—and hence more receptive—to sexual stimuli...