Please use this scale when answering the following questions:
1: Not at all 2: Slightly 3: Somewhat 4: Yes 5: Very strongly
1. How old are you?
2. What is your gender?
3. Are you religious? (Scale of 1-5)
4. Are you sexually conservative or liberal? (Scale of 1-5)
5. Please rate your self esteem. (Scale of 1 low-5 high)
Answer for each Ad 1, 2, 3, 4, 5, 6
1. Do you find this advertisement to be sexually arousing?
2. Would you buy this product for yourself or another person?
3. Are you in any way offended by this advertisement?
4. Do you find this advertisement to be appropriate in public media advertising?
5. Would feel sexier if you used this product?
6. Is the person in this ad someone you would find to be sexually attractive?
7. Without the ad and only the pictures would you know what was trying to be advertised?
8. What words describe the following ad?
1. Which of these two ads would you prefer and why? (Ad 7 & 8)
EVALUATION OF THE SURVEYS
We each had 15 males and 15 females each take our survey on sexuality in print media, for a total of 60 people. They answered each of the above questions on 6 different ads. I, Amanda was in charge of the ads that came out of girls magazines such as Cosmo, Elle, and Women’s Fitness. Kelsey was in charge of the ads that came from guy magazines like Maxim.
Before going into this, my hypothesis was that there would be a clear cut on men’s views versus women’s views. I believed that the males would be more sexually aroused and less offended, agreeing that the ad is appropriate for public media advertising, whereas the women would be more likely to buy the product being advertised, yet not agree that the ad itself was appropriate.
The results turned out to show that the less sexual the advertisement was, the more similar the results were for both guys and girls. The more sexual they got, the differences started to become clearer. When they had to describe what they saw within the ad, the females tended to be more creative, where the majority of males stated the obvious.
Once the participants finished the survey we asked them one last question: Which Sky Vodka ad they preferred. Ad#7 (the sexy one) or ad#8 (the not so sexy one)? And why they chose whatever one they picked.
For males, all of them picked ad#7. Some of their reasons included “it’s the shit”, “sexy almost topless chick”, “the girl’s hot”. For females, 10 of them picked ad#7 and 5 of them picked ad#8. The reasons for picking ad#7 included: “it’s at the beach”, “men are better than snakes”, and my personal favorite “I would love to have some guy stand over my almost naked body with some glasses and some vodka for a night of fun!”. The reasons for picking ad#8 included: “no bodies”, “ad 7 is perverted”, and “ad 7 has too much boobs”.
SURVEY RESULTS
AD#1
In ad #1 men and women had exactly the same results for all the questions but two. 100% of males and females answered that they are in no way offended by this ad and that it is appropriate, and that they would not feel sexier if they used this product. 100% of females also said that they are not sexually aroused by this, whereas 13% of men were sexually aroused. Women said that this ad was fun, free spirited, and did not relate with the picture. Men described the ad as pink and girly. I was surprised at the similar results of this ad, and what little differences were brought about.
AD#2
In ad#2 the results were similar when it came to being offensive and is it appropriate. Together, 100% of males and females were in no way offended and 83% found the ad appropriate. 13% of females and 3% of males found the ad was not appropriate. Men and women had complete opposite views when it came to feeling sexy if using the product and if the person in the ad was sexually attractive. 13% of men said they would feel sexier if they used the product, and 93% said they were sexually attracted to her. 67% of women said they would feel sexier if they used the product, and only 7% said they found her sexually attractive. Female’s words to describe the ad contained: fresh, innocent, and smooth. Male’s words were: skin, purple, hot girl.
AD#3
In ad #3 the results were less similar. Only 1 of the 15 males said that this ad was not sexually arousing, while all 15 females said it was not sexually arousing. 80% of the women said this ad was not appropriate in public media advertising and 93% of men said that it was. Although you only see the female’s side and butt in this ad, all 15 males said that she was sexually attractive. For the females, only 4 said she was. Female’s words to describe the ad contained: toned, athletic, curvy. Male’s words were: nice butt, distracting, hot.
AD#4
Ad #4 was very similar in results between males and females. The results were VERY similar to ad#1. 100% of males and females answered that they are in no way offended by this ad and that it is appropriate, and that they would not feel sexier if they used this product. 33% of women found the male attractive and 60% of men found the female attractive. The statistic that I found most surprising was for if you would buy this product for yourself or someone else. More men (80%) said that they would in fact buy this product, however, only 20% of women said they would. Female’s words to describe the ad contained: warm, playful, cute. Men’s words were: black, man sniffing shoulder, flowers.
AD#5
Ad#5 was similar in which 15 of the 15 males and 14 of the 15 women said they were not offended by this ad. 13 males and 2 females were sexually aroused by this. On average, half of the males and females said that this ad was appropriate, and the other half said it was not. 6 females said they would buy the product and only 3 said they would feel sexier if they used it. 13 males said they would buy the product and only 9 said they would feel sexier if they used it. Female’s words to describe the ad contained: sexual, scandalous, and sick. Male’s words were: dirty, silky, 2 very happy people.
AD#6
In ad#6 the only similar answer was that 57% of men and women believed the ad was appropriate in public media advertising. The other results were not too opposite of one another, just different. 93% of men found this ad to be sexually arousing. 20% of females found it sexually arousing. There were no men who were offended by this ad and 27% of women were. All the males said that they found her sexually attractive and 67% of women did not. Female’s words to describe the ad contained: wet, revealing, slut. Male’s words were: sexy, oily, topless.
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