IMPACT OF SEX IN LUXURY FASHION ADVERTISEMENTS ON BRAND ATTRACTIVENESS AND IDENTIFICATION Toggle navigation

This research explores how the use of sexuality in luxury fashion advertisements affects consumers’ perceptions of attractiveness and brand identification. It examines how different levels of sexual imagery (e.g., demure to nude) in advertisements influence male and female viewers’ attraction to luxury brands like Chanel or Gucci and their identification with these brands. Using semiotic theory, the study analyzes how signs and symbols in advertisements communicate cultural meanings that impact consumer behavior. The research involves a survey with stimuli representing varying degrees of sexuality in advertisements, and the findings aim to shed light on how luxury brands leverage sexuality in their marketing strategies to appeal to diverse audiences.