Appeals, Sexual Images, Visual Metaphors and Themes: Differences in Condom Print Ads across Four Continents
Journal Title: Online Journal of Communication and Media Technologies - Year 2015, Vol 5, Issue 3
Abstract
This study examined condom print advertisements published in four continents (Europe, Asia, North America and South America) to determine differences in emotional appeals used, the presence of sexually-charged images, the visual metaphors applied, and the themes stressed. The results obtained from a content analysis show the dominance of humor appeal and the downplaying of nakedness and sexual scenes to promote condom use. The European advertisements made greater use of sexual images. Only a few ads, mostly from Asia, used metaphors. In Europe, Asia, and North America, the enhancement of sexual pleasure was the dominant frame. In South America, the major theme focused on preventing pregnancy.
Authors and Affiliations
Jo-Yun Li| University of South Carolina, USA, Lulu Rodriguez| University of Illinois at Urbana-Champaign, USA
Keywords
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