Guidelines on writing a first quantitative academic article

Abstract

[Element 1] Advertisements have become more risque as companies vie for consumer attention in an over-saturated market. One such risque approach is the use of “lesbian appeals”; appeals in which two female models are depicted interacting in a seemingly romantic or erotic manner. [Element 2] This study investigates the influence of lesbian appeals on consumer attitudes towards the advertisement and the brand, as well as on consumers’ intention to purchase the product. [Element 3] The results should assist marketers to ascertain whether lesbian appeals are effective or whether such appeals offend consumers. [Element 4] A survey of hetero-, homoand bisexual respondents (aged 18 to 30) [Element 5] found that there is a significant correlation between tolerance of homosexuality and acceptance of lesbian content in print advertisements. In addition, advertisements containing lesbian appeals attracted attention and interest and were not perceived as particularly immoral, exploitive or offensive. Advertisements containing clear lesbian interactions are more effective in attracting attention and being memorable than those with lower levels of homoerotic tension, but may lead to lower brand quality perceptions. The findings further indicate that homosexual consumers are not significantly more open to this type of advertising. [Element 6] Lesbian appeals may be an appropriate, though controversial strategy to get the attention of so-called “twenty-something” consumers. [Element 7] Marketers should, however, carefully evaluate the nature of the target market, the degree of homoerotic tension to be depicted and the nature of the product when considering lesbian appeals in advertisements. Source: Adapted from Orr, Van Rheede van Oudtshoorn and Kotze (2005:49); 246 words.

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