Literature Review on the Use of Sex Appeal vs Non-Sex Appeal Advertising in the Malaysian Context

Rakesh Sarpal, Rosli Saleh, Tan Seng Teck, Kueh May Chia, Lim May Yee


This research examines the perception of customers towards sex appeal advertising. Effect of sex appeal advertising has to be measure in terms of ABC model of attitude, which are affective, behavioural and cognitive. Through the sex appeal advertising, cultural values, lifestyle and behaviours can be affected. Acceptance of nudity among different gender and religious had been investigated in Malaysia market. Research findings show that Chinese are more likely to accept mild sex-appeal advertising while Muslims could not accept it. Women perceive sex appeal more negatively than men, yet react quite positively towards sex appeal advertisements that is linked with the product itself. Other than that, high nudity levels in advertisements was not well received. Further analyses on the acceptance of sex appeal ads in Western countries compared to Asian countries where there’re major difference identified in terms of religion constraints and gender issue. Findings signify Malaysians are more conservative in terms of sex appeal advertising compared to the Westerns whereas females tend to be more sensitive towards sex appeal advertisements rather than males.

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Copyright (c) 2018 Rakesh Sarpal, Rosli Saleh, Tan Seng Teck, Kueh May Chia, Lim May Yee

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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