성적소구를 활용한 애슬레저 웨어의 광고효과 분석 : 신체노출 수준과 성별 차이를 중심으로

초록

This study aimed to examine the differences in advertising effects (arousal, ad attitude, brand attitude, and purchase intention) based on the types of sexual-appeal advertisements in athleisure wear, as well as the gender of the models and consumers. A 2 (body exposure levels: high vs. low) × 2 (model sex: male vs. female) between-subject factorial design was applied. The participants comprised 197 university students from four locations in Yeongnam. The results of the two-way ANCOVA indicated that sexual-appeal advertisements with a high level of body exposure showed more positive and favorable outcomes in terms of arousal, advertisement attitude, brand attitude, and purchase intention than those with a low level of body exposure. Second, greater effects were observed for female models in all four advertising-effect variables. Finally, for male consumers, a significant interaction effect (body exposure level × model gender) was observed for all advertising-effect variables (arousal, ad attitude, brand attitude, and purchase intention). Similarly, for female consumers, significant interaction effects between the two independent variables (body exposure level × model gender) were found for all dependent variables except for purchase intention. These results provide valuable information for athleisure wear advertisers, particularly in determining the models’ gender and the body-exposure level according to the gender of the target demographic.

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