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Most people feel there is too little sex on commercials. Please indicate whether you think each of the following statements is true or false. Before presenting our results, we invite the reader to test his sexual I.Q. To answer these questions and more we fielded two studies: a quantitative lifestyle study and a qualitative follow-up to determine consumers reactions. But are consumers aware of this trend? Are they bothered by sex on the airwaves? And closer to our hearts, as an advertising agency, do they feel there is too much sex in commercials? Newspapers and magazines are filled with articles about the new sexual permissiveness.

Last year's concern about sex and violence on television has switched to this year's concern about sex on TV. Findings from a large scale quantitative survey and a small scale qualitative study are reported and implications for advertisers are discussed. This paper explores viewers reactions to sexual material in TV commercials. Kent Hunt, Ann Abor, MI : Association for Consumer Research, Pages: 411-414.Īdvances in Consumer Research VolPages 411-414ĬONSUMERS' REACTIONS TO SEX IN TV COMMERCIALSĭeborah K.

Johnson and Kay Satow (1978) ,'Consumers' Reactions to Sex in Tv Commercials', in NA - Advances in Consumer Research Volume 05, eds. Findings from a large scale quantitative survey and a small scale qualitative study are reported and implications for advertisers are discussed.ĭeborah K. ABSTRACT - This paper explores viewers reactions to sexual material in TV commercials.

Soap tv show sitting around table talking about sex