污力滔滔还是雅俗共赏?营销中的性感效应

Tainted or elegant?Sexy effect on marketing

性感广告是常见的品牌营销手段,科技发展使得表现形式更加丰富的性感营销越来越受青睐。既有研究往往片面地将性感等同于与性,且文献零散分布在生理学、社会学和心理学等多个学科领域,缺乏系统的逻辑脉络,结论之间相互矛盾。完整的性感效应理论框架包括对性感广告的定义、分类和性感广告所产生的正负面效应;其中的心理解释机制有消费者认知、生理动机、性自我图式和社会临场感;同时,性感广告会受到产品类型、广告情境和个体特质的调节。总之,性感广告在营销中具有重要的理论意义和实践价值。

Imbuing sexual content in advertising is a commonly used brand strategy.The forms of sexy marketing have become increasingly complex with the advancement of technology.Existing studies often equate sexiness solely with sexual mentality,and the sexiness-related literature is scattered across fields such as physiology,sociology,and psychology,with no systematic framework.The contribution of our paper is three-fold:first,we provide a comprehensive theoretical framework of sexual advertisements includes the definition and classification of sexual advertisements,as well as the positive and negative effects that follow;second,the psychological mechanisms including consumer cognition,physiological motivation,sexual self-schema,and social presence are also addressed in our framework;third,we conclude that the effect of sexual advertisements is moderated by product type,advertising context,and individual traits.This paper provides theoretical value to marketing scholars,as well as practical value to brands that intend to grow through sexual advertisements.