Male Nudity in Advertisements: A Modified Replication and Extension of Gender and Product Effects

Abstract

This article explores the relatively unknown effects of male nudity in print ads on selected consumer responses. A previously used experimental design that examines different model dress levels in conjunction with two different products was replicated to test dress level, respondent, and product effects. Multivariate analysis of variance results indicated that respondent gender and dress level of the model significantly affect measures of mood, attitude toward the advertiser, attitude toward the ad, and attitude toward the brand. Thesefindings provide important information to advertisers considering using male nudity or suggestive poses in ads and provide support for opposite-sex and product congruency effects found previously in other research.