A Cross-cultural Comparison of Female Nudity in Print Advertising

By Omer Kutlu and Gamze Yilmaz Gunduz.

Published by The Humanities Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The use of erotic stimuli in print advertising has
become almost commonplace in current advertising practices.
Advertising communicates through verbal and non-verbal
elements. In recent years, researchers have realized the
importance of analyzing the visual nature of advertising in
which media rely on visuals to communicate in a cluttered,
global media world. Images of models or spokespersons
operate as symbols in a visual grammar that creates meanings
understood by members of a culture. In fact, these visuals
are typically regarded as the most easily standardized
element in global advertising because there is no
translation of body copy required. In examining sexuality in
advertising, the visual, especially the state of undress of
the model, is the most likely place for sexualized elements
to occur. In the international advertising effectiveness
literature, longstanding debates focus on whether or not to
standardize (globalize) or localize (customize)
international advertising content. But, in reality, most
campaigns are not fully standardized or localized, with many
advertisements being partially standardized. The more
important question to ask at this point is the extent to
which standardization is possible and which execution
elements can be most easily adapted to fit foreign markets.
The purpose of this study is to examine the extent to which
degrees of sexuality operationalized as degrees of female
model nudity) presented in advertising differ across
countries. Four issues of Cosmopolitan magazine in 2010 were
selected from Turkey, Spain, Italy and the U.K. This
magazine was selected because of its wide distribution
worldwide. A comparison of nudity in advertisements was
conducted with content analysis.

Keywords: Print Advertising, Sexuality, Magazines, Female, Nudity

International Journal of the Humanities, Volume 9, Issue 3, pp.379-390. Article: Print (Spiral Bound). Article: Electronic (PDF File; 918.081KB).

Omer Kutlu

Lecturer, Faculty of Communication Science, Anadolu University, Eskisehir, Turkey

Ömer Kutlu, was born in Linnich, Germany, on October 8, 1979. He graduated from high school(Istanbul Erkek Lisesi) in 1998 and joined at the Anadolu University Communication Sciences Faculty Department of Advertising and Public Relations. After he graduated from Communication Sciences Faculty in 2003, he joined the Anadolu University Graduate School of Social Sciences. He continues his PhD program in Advertising and Public Relations Department. He has been working at the communication sciences faculty as a research assistant since 2004.

Gamze Yilmaz Gunduz

Lecturer, Faculty of Communication Science, Anadolu University, Eskisehir, Turkey

Gamze Yilmaz Gunduz, was born in Ordu-Turkey on June 28,1983. She graduated from high school(Ordu Anadolu Lisesi) in 2001 and joined at the Anadolu University Communication Sciences Faculty Department of Advertising and Public Relations. After she graduated from Communication Sciences Faculty in 2006, she joined at the Anadolu University Graduate School of Social Sciences. She continues PhD program in Advertising and Public Relations Department. She has been working at the Communication Sciences Faculty as a research assistant since 2007.

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