University of Nigeria Sunny... · · 2015-08-29supposes that advertising has the charm to...

University of Nigeria Research Publications

MBAZIE, Sunny Chiawolamoke J.

PG/MA/91/12581

Consumers’ Attitude Towards the Use of Sex Appeal in Advertising

Mass Communication

e August, 1997

Consumers* Att i tude Towards The Use of Sex Appeal i n Advertising

~ b a z i e , Sunny Chiawolamoke Jeremaiah

Department of mps Univers i ty of ~i

August, 1997

T i t l e Paue

Consumers* A t t i t u d e Towards The U s e of Sex Appeal i n A d v e r t i s i n g

A p r o j e c t Repor t P r e s e n t e d to t h e Department o f Mass Cornmunica t i o n

u n i v e r s i t y o f N i g e r i a , Nsukka

I n P a r t i a l F u l f i l m e n t o f t h e Requirement F o r The Award o f t h e Degree o f Mas te r o f

A r t s i n Mass Communication

Mbazie, Sunny Chiawolamoke J e r e m a l a h ~ G / ~ ~ / 9 1 / 1 2 5 8 1

Department o f Mass Communication U n i v e r s i t y o f N i g e r i a , Nsukka

August, 1997

D e d i c a t e d to God and my e l d e r b r o t n e r ,

Mr. Rufus Chukwuemeka Mbazie

- t h e g e n e s i s and triumph

of an a m b i t i o n .

C e r t i f i c a t i o n

Sunny Chiawolamoke Mbazie, a p o s t - g r a d u a t e s t u d e n t

i n t h e Depar tment of Mass Communication w i t h t h e

R e g i s t r a t i o n Number ~ G / ~ ~ / 9 1 / % 2 5 8 1 , h a s s a t i s f a c t o r i l y

c o m p l e t e d t h e r e q u i r e m e n t s f o r c o u r s e and r e s e a r c h work

f o r t h e degree of Master of A r t s i n Mass C o m m ~ n i c a t i o n .

The work embodied i n t h i s r e p o r t i s o r i g i n a l and h a s n o t ,

to t h e best of my knowledge, been s u b m i t t e d i n p a r t o r

' f u l l for o t h e r Diploma o r Degree of t h i s o r a n y o t h e r

W i v e r s i t y .

S u p e r v i s o r

ACKNOWLEDGEMENT

w r i t i n g a t h e s i s may n o t be t h e s i n g l e e f f o r t

of a r e s e a r c h e r - An u n a s s u m i n g r e s e a r c h e r o u g h t t o

a c k n o w l e d g e t h e e f f o r t s o f e v e r y o n e t h a t contributed

to t h e s u c c e s s of h i s o r h e r work.

However , i n my own case, o n l y a f e w p e r s o n s

were a c k n o w l e d g e d f o r t h e s a k e o f b r e v i t y . I s a y

s p e c i a l t h a n k y o u to t h o s e whose names d i d n o t a p p e a r

h e r e who? may h a v e c o n t r i b u t e d to t h e r e a l i z a t i o n

of t h i s d ream.

May I, w i t h o u t r e s e r v a t i o n , t h a n k P r o f e s s o r S - A ,

~ k w e l i e , my s u p e r v i s o r , f o r h i s f a t h e r l y u n d e r s t a n d i n g

of my p l i g h t f n c o u r s e o f w r i t i n g t h i s s t u d y .

I n t h e same v e i n , I t h a n k my c o l l e a g u e s , Messrs

Sassey o k o n a n d Uzoma Okugo, f o r t h e i r a d v i c e a n d

a s s i s t a n c e i n p r o o f r e a d i n g some of t h e s c r i p t s .

S i m i l a r l y , I commend my e l d e r b r o t h e r , M r . R u f u s

Chukwuemeka Mbazie , f o r s a c r i f i c i n g ' e v e r y t h i n g ' t o

see me t h r o u g h t h e programme,

Of c o u r s e , t h i s a c k n o w l e d g e m e n t c a n n o t be c o m p l e t e

w i t h o u t m e n t i o n i n g M r - & M r s . N - 0 . Mwankpa a n d c h i l d r e n

PREFACE v i i

A r e s e a r c h work i s like ,A t h i ck -wide f o r e s t , no

matter how h a r d you wander a b o u t i t , you c a n n o t exhaus - a n

I:ively espl.ore its v a s t n e s s . Mine w a s n o t / e x c e p t i o n , - considering t h e f a c t t h a t t h e top ic was a r e l a t i v e l y

v i r q i n a r e a a n d , moreso , i t was a s s o c i a t e d w i t h s e x ,

I n t h i s p a r t of t h e w o r l d , s e x e x p r e s s i o n i s s e e n

by many as o b s c e n e m d i n c o n g r u o u s w i t h o u r c u l t u r e .

The i n h i b i t i o n c a s t by o u r society o n s e x e x p r e s s i o n

even i m p e d e s s c h o l a r s h i p o n t h e s u b j e c t .

However, i n s p i t e of o u r s o c i e t y ' s g a g o f s e x

z x p r e s s i o n , t h e r e h a s b e e n r a m p a n t i n d u l g e n c e i n sex.

T h i s pretence h a s s p u r r e d a d v e r t i s e r s t o u s e s e x a p p e a l

to persuade c o n s u m e r s , p a r t i c u l a r l y i n b e v e r a g e s s u c h I

3 s a l c o h o l .

An a t t e m p t was, t h e r e f o r e , made i n t h i s s t u d y t o

s t r i p t h e h y p o c r j s y o f f the s o c i e t y b y s o l i c i t i n g t h e

o p i n i o n of the c o n s u m e r s of a l c o h o l o n w h e t h e r t h e y do

a p p r e c i a t e t h e use of s e x a p p e a l b y a d v e r t i s e r s ,

The s t u d y 8 1 . ~ 0 d w e l t o n w h e t h e r t h e u s e of s e x

ap!.<eal by a d v e r t i s e r s was r e a l l y drawn f r o m t h e a t t i t u d e

of t h e consumers. In t h a t c a s e , w h e t h e r consumers o f

a l c o h o l i c b e v e r a g e associate s e x a p p e a l a d v e r t i s e m e n t

with t h e i r sexual b e h a v i o u r .

It i s , t n ~ r e f s r e , m y belief t h a t this psycho-

a n a l y t i c s t u d y will expose to a great: e x t e n t t h e

s u b l i i i ; 9 nsl ir,fluer.rce exerted by sexua1.i ty on the

cons1;mers of s l coho i .

Sunny Mbazie Nsukka

CONTENTS

Title P a g e

D e d i c a t i o n

C e r t i f i c a t i o n

A c k n o w l e d g e m e n t

... ii

... iii

... iv

- * . v

P r e f a c e .. . v i i

C o n t e n t s

CHAPTER ONE: INTRODUCTION: o o . 1

sex Appeal ... 4

Researcher's I n t e r e s t i n t h e Study 5

1.2 Statement of Problem ... 1.3 O b j e c t i v e s of t h e Study ... 1 .4 The s i g n i f i c a n c e s of t h e Study

1.5 Scope of Study ... 1 . 6 Research Q u e s t f o n s ...

References

CHAPTER TWO: LITERATURE REVIEW

References

CHAPTER THREE : METHODOLOGY 0 . 0

3.2 The Popula t ion of t h e Study

3.3 Sample Method . . 3.4 sample S i z e ... 3.5 Sampling Procedure . b o

3.6 Method of Data C o l l e c t i o n . . . 3.7 V a l i d a t i o n of Data Gather ing Instrument

3.8 Method of Q u e s t i o n n a i r e Admin i s t ra t ion

References

CHAPTER FOUR: RESULTS, ANALYSIS AND DATA INTERPRETATION m a .

4 ,1 R e s u l t s ... ... 4-2 A n a l y s i s and I n t e r p r e t a t i o n of Data

CHAPTER FIVE: DISCUSSION, SUMMARY AND CONCLUSION

5 .2 Summary ... 5.3 Conc lus ion . . . References

CI-XPTZR ONE

INTRODUCTION

The t i t l e , lTonsumers l A t t i t u d e Towards T h e Use of

Sex Appeal I n A d v e r t i s i n g v , may n o t p r o p e r l y be under-

s t o o d i f t h e c o n c e p t of a d v e r t i s i n g i s n o t e x p l a i n e d ,

A d v e r t i s i n q , l i k e any o t h e r c o n c e p t i n t h e social

s c i e n c e s , h a s v a r i o u s d e f i n i t i o n s , depend ing on how the

writer p e r c e i v e s i t , A d v e r t i s i n g h a s been v a r i o u s l y

d e f i n e d by many writers. ~ n e v i t a b l y , however, no

d e f i n i t i o n i s p e r f e c t ; any d e f i n i t i o n h a s i ts

l i m i t a t i o n s . 1

N o n e t h e l e s s , t h e d e f i n i t i o n t h a t f i t s t h e n a t u r e

of t h i s s t u d y is t h e o n e from FmPw ish hop.

H e d e f i n e d a d v e r t i s i n g a s :

a v a s t a p p a r a t u s of p e r s u a s i o n , by which t h e e y e s and t h e e a r s of t h e p u b l i c are a s s a i l e d w i t h c u n n i n g inducemen t s to d o t h i s , o r to buy t h a t , o r t h i n k f a v o u r a b l y of t h e o t h e r . 2

P e r h a p s , of much i m p o r t a n c e i n t h e d e f i n i t i o n of

B i shop i s i n t h e words - c u n n i n g inducemen t s , It p re -

s u p p o s e s t h a t a d v e r t i s i n g h a s t h e charm to c l e v e r l y l u r e

consumers t o p r e f e r t h i s p r o d u c t o r t h a t service to t h e

o t h e r , To d o t h i s e f f e c t i v e l y , t h e a d v e r t i s e r more

u s u a l l y employs t h i s or t h a t a p p e a l t o a t t r a c t and r e t a i n

t h e a t t e n t i o n of t h e consumer.

Appea l

Appea l i s , among o t h e r s , o n e of t h e a d v e r t i s i n g

t e c h n i q u e s . ~ d v e r t i s e r s u s e i t t o a t t r a c t and s t i m u l a t e

t h e e m o t i o n a l d e s i r e of t h e c o n s u m e r s i n demanding a

p r o d u c t or s e r v i c e . I t i s u s u a l l y drawn f rom t h e b u y i n g

m o t i v e - " t h e r e a s o n why a p e r s o n b u y s a p a r t i c u l a r good

o r s e r v i c e " . 3

T h i s p a c k a g e o f e n t i c e m e n t c a l l e d a p p e a l c a n b e

t u c k e d i n t o an a d v e r t i s e m e n t s i l l u s t r a t i o n , h e a d l i n e ,

t e x t , s l o g a n , v o i c e , sound e f f e c t o r t h e e n t i r e copy .

Appea l i s n o t j u s t employed t o a r r e s t t h e a t t e n t i o n

of t h e a u d i e n c e a s p r e v i o u s l y b e l i e v e d b u t a l s o t o e n t i c e

t h e a u d i e n c e t o p r e f e r a b r a n d or s e r v i c e t o t h e o t h e r .

W i l l i a m L e i s s - et. - a l . e x p l a i n e d t h i s b e t t e r when t h e y

d e c l a r e d t h a t " g e t t i n g t h e a t t e n t i o n o f t h e a u d i e n c e was

j u s t t h e f i r s t s t e p i n p e r s u a s i o n ; a d v e r t i s i n g s h o u l d

a p p e a l r a t h e r t h a n j u s t a t t r a c t , f o r if no d e s i r e was

e v o k e d , t h e a d v e r t i s e m e n t w a s n o t l i k e l y t o be successful^. 4

Appeal c a n be p r i n c i p a l l y c l a s s i f i e d i n t o t w o - , p r o d u c t o r u t i l i t a r i a n and u s e r a p p e a l s .

P r o d u c t a p p e a l i n v o l v e s making t h e p r o d u c t or b r a d

t h e centre o f a t t e n t i o n i n t h e a d v e r t i s e m e n t . I t means

t h a t t h e f o c u s of some o r a l l t h e e l e m e n t s i n a c o p y i s

aimed a t a r o u s i n g t h e i n t e r e s t of t h e consumers i n t h e

c h a r a c t e r i s t i c s of t h e p r o d u c t or i t s u t i l i t y ,

T h i s t y p e of a p p e a l ' s e d u c e s ' t h e a u d i e n c e i n t o

p r e f e r r i n g a p r o d u c t o r s e r v i c e to t h e o t h e r by m e r e l y

p l a y i n g up t h e p r o d u c t ' s b e n e f i t s , c h a r a c t e r i s t i c s ,

p e r f o r m a n c e or c o n s t r u c t i o n , " L i t t l e r e f e r e n c e i s made

a b o u t t h e u s e r o r t h e c o n t e x t of u s e of t h e p r o d u c t ,

e x c e p t fo r i n s t r u c t i o n s o r s p e c i a l of ferson 5

User a p p e a l on t h e o t h e r hand i s c o n c e r n e d w i t h

t h e p r o d u c t ' s u s e r , I t e x p l o r e s t h e u s e r ' s psycho-

social e x p e r i e n c e s and a c t i v i t i e s t o solicit p a t r o n a g e

of t h i s p r o d u c t o r t h a t s e r v i c e , To t h i s end , L e i s s

wrote: wGmotions t h a t e n g a g e p e o p l e i n human i n t e r c o u r s e

( l o v e , s e x , a n x i e t y , p r i d e , b e l o n g i n g , f r i e n d s h i p and so

o n ) a l s p e n g a g e them w i t h An a d v e r t i s i n g

e x e c u t i v e , J e r r y Goodis , i n b u t t r e s s i n g u s e r - c e n t r e d

a p : j e a l s a i d :

A d v e r t i s i n q i n d e e d d r a w s d e e p l y from t h e p r e d i s p o s i t i o n s , hopes and c o r ' c e r n s of i t s a u d i e n c e s , b u t i t r e f o r m u l a t e s t h e m t o s u i t its own p u r p o s e s , n o t r e f l e c t i n g meaning b u t r a t h e r r e c o n s t i t u t i n g i t . 7

I n o ther words, a d v e r t i s i n g draws from t h e consumers8

l i f e e x p e r i e n c e s , p e r c e p t i o n s , a t t i t u d e and o t h e r psycho-

s o c i o l o g i c a l v a l u e s r a t h e r t h a n t h e p r o d u c t to p e r s u a d e

t h e a u d i e n c e ,

F o r i n s t a n c e , t h e s e x u a l a t t i t u d e of t h e

consumers of a l c o h o l i c b e v e r a g e s c a n be drawn i n a n

a d v e r t i s e m e n t to i n d u c e p u r c h a s e of t h e b e v e r a g e s even

though s e x may n o t he t h e u t i l i t a r i a n e s s e n c e of t h e

beve rages .

s e x Appeal - User a p p e a l can be classified a c c o r d i n g to t h e t y p e

of e m o t i o n s i t a r o u s e s , I t c o u l d be emot ion on s e x ,

p r i d e , comfort, p r o t e c t i o n , a f f l u e n c e and so on , I f

an a d v e r t i s e r p l a y s up t h e consumer*^ s e x u a l emot ion

f o r t h e o p p o s i t e s e x w i t h a view to i n d u c i n g him o r

h e r to demand a p r o d u c t o r s e r v i c e , s e x a p p e a l is

s a i d to h a v e been u s e d ,

Sex appeal c a n be p e r c e i v e d i n t h e manner of

d a n c i n g , e y e i n g , d r e s s i n g , v o i c i n g , g e s t i c u l a t i o n ,

s l o g a n , words , symbols , sound and romance, a s t h e

case may he, employed by t h e e n d o r s e r i n an

a d v e r t i s e m e n t , The i n t e n t i o n h e r e i s to a t t r a c t

members of t h e o p p o s i t e s e x to o n e a n o t h e r , 8

But why i s s e x a p p e a l employed by a d v e r t i s e r s ?

C h a r l e s Okigbo a c c o u n t s :

If s e l f - p r e s e r v a t i o n i s t h e first l a w of n a t u r e , sex urge i s p r o b a b l y t h e second . Many of o u r b e h a v i o u r , are founded on t h e d e s i r e f o r s e x u a l s a t i s f a c t i o n and t h e a p p r o v a l of t h e o p p o s i t e sex.9

To e x p l a i n t h i s better, W,B, Key, an a d v e r t i s i n g

s c h o l a r , wrote t h a t a d v e r t i s e m e n t s were f u l l o f h idden

s u b l i m i n a l s e x u a l meanings , H e r e p o r t e d t h a t " s e x u a l l y -

a r o u s i n g messages s t i m u l a t e d p e o p l e i n buy ing

L e i s s f u r t h e r b u t t r e s s e d t h e l o g i c b e h i n d t h e

r e l a t i o n s h i p be tween s e x a p p e a l and p r o d u c t s or

services when h e w r o t e t

F o r c e r t a i n r a n g e of p r o d u c t s , the r o m e n t i c a n d l o v i n g r e l a t i o n s h i p between a man and woman become a me taphor for t h e I n t e r p r e - t a t i o n o f t h e consumer*^ newly eroticised a t t a c h m e n t t o t h e p r o d u c t . The romance me taphor s u c c e s s f u l l y c o n v e y s t h e n o t i o n of sensu21 bonding t h e t i s deeply r o o t e d i n human e m o t i o n a l r e s p o n s e s a s a new 11 basis for t h e r e l a t i o n s h i p to p r o d u c t s .

I t i s t h i s newly found r e l a t i o n s h i p between sex

a p p e a l 'and soilie produc ts or 'services t h a t made

o k i g b o c o n c l u d e that-- "many p r o d u c t s now p r o m i s e a

morc f i t t l n g f ilcpre a n d sexu51 f u l f i l m e n t w . 12

~ e s e a r c h e r ' s I n t e r e s t i n t h e S t u d v

As Osuala , an education r e s e a r c h e r , s a i d ;

IT, t r o t u c t i ~ r sctnetirnes l a b e l l e d b a c k g r o l ~ n d of s t u d y serves j u s t t h a t purpose . I n i t t h e i n v e s t i g a t o r e x p l a i n s how h e became i n t e r e s t e d i n t h e problem and why h e f e l t t h e s t u d y was w o r t h p u r s u i n g , e s t a b l i s h e s t h e need f o r t h e s t u d y and sets f o r t h i t s pt~rpases.13

The i n t e r e s t i n t h i s s t u d y w a s p r e d i c a t e d o n a

c a r e f u l o b s e r v a t i o n of t h e mass media which r e v e a l e d

t h a t a d v e r t i s e r s u s e more of s e x a p p e a l t h a n o t h e r

t e c h n i q u e s i n a d v e r t i s i n g a l c o h o l i c d r i n k s .

To men t ion a f e w , a n a d v e r t i s e m e n t o n G u l d e r ,

a b r a n d of beer, had a n i l l u s t r a t i o n i n a magaz ine

i n which t w o men, l n a r o m a n t i c embrace w i t h t w o

l a d i e s , were d r i n k i n g . Ano the r o n e on a b rand of

S t o u t beer, Leqend, had a p i c t u r e i n w h i c h a p r e t t y

l a d y hat: h e r h a n d s r e s t i n g c.w k l i ~ shouLdcr s of a

young, handsome man, h o l d i n g a glass of beer,

A t e l e v i s i o n commerci&l on Johnnie hlal .ker,

a b r a n d of S c o t c h Whisky, had p i c t u r e s I n which

t w o ha l f -nude couples were a l i g h t i n a from a b o a t to

t a k e t h e d r i n k . Another employment cf t h e t e c h n i q u e

was slso o b s e r v e d i n a newspaper a d v e r t i s e m e n t of

Dubonnet, a b r a n d of wine , I n which a man and a

woman w e r e hugging each o t h e r P u s t f u l l y ,

Sfraf l a r o b s e r v a t i o n s had been made by Okigbo

when h e wrote i n a paper , 9 h c ? C o n t e x t Is T h e

Messaqew, t h a t l f s o n e a d v e r t i s e m e n t s fo r s p i r i t s

employ t h e r o m a n t i c con t e x t w i t h o b v i o u s s e x u a l 34 motives': .

Given t h e s e o b s e r v a t i o n s , one p o n d e r s w h e t h e r

consumers h a v e a f a v o u r a b l e d i s p o s i t i o n t o w a r d s t h e

s e x a p p e a l t e c h n i q u e . A r e a d v e r t i s e r s s e n d i n g t h e

r i g h t a p ~ e a l t o them?

The outcome of t h i s s t u d y may g i v e a f r e s h

v a l i d i t y to t h e a p p l i c a t i o n o f t h e t e c h n i q u e . T h i s

l i n e of t h i n k i n q is s u p p o r t e d by Okigbo who s a i d :

A d v e r t i s e m e n t i s based on c e r t a i n human a p p e a l s as love, s e x , i m n o r t a l i t y , affec- t i o n and f e a r . A c o p y w r i t e r o u g h t to clearly uncers tand the p r o d u c t , the prospects ancl t h z m a r k e t i n g s i t u a t i o n so t h s t an a p p r o p r i a t e appeal can be c h o s e n as t h e v e h i c l e f o r d e l i v e r i n g t h e a r ' v e r t l s i n g mcssage, Noth ing can be r;roie d i s a s t r o u s t h a n u s i n an I n a p p r o p r i a t e advertising appec-1. 13

I n e x p l a i n i n g t h i s f u r t h e r , Ckigbo wrote:

An a d v e r t i s e m e n t must r e c o g n i s e t h e s a l i e n t c h a r a c t e r i s t i c s employed i n t h e segmenting cf t n e t a r g e t m a r k e t and , t h u s , employ o n l y t h o s e a p p e a l s and t e c h n i q u e s t h a t are c o n s o n a n t w i t h t h e n e e d s a n d a t t i t u d e s o f t h e p r o s p e c t s . I 6

T h i s , t h e r e f o r e , p r e s u p p o s e s t h a t a n y a d v e r t i s i n g

t e c h n i o u e employed to i n f l u e n c e t h e buy ing S e h a v i o u r

o f t h e consumer of a m r t i c u l a r p r a d u c t or service

s h o u l d c o n s i d e r s u c h consumerc s d i s p o s i tlan to t h e

p r o d u c t o r s e r v i c e i t s e l f , the a d v e r t i s i n g message

and t h e m a r k e t i n g s i t u a t i o n ,

1.2 S t a t e m e n t of Problem

A d v e r t i s e r s of a l c o h o l i c b e v e r a g e s h a v e been

using sex a p p e a l as a way of i n d u c i n g p o t e n t i a l

c u s t o m e r s Z n t o p a t r o n i s i n g t h e i r p r o d u c t . The

a s sumpt ion i s t h a t t h i s t e c h n i q u e i s a c c e p t a b l e to

t h e consumer snd would a r o u s e h i s i n t e r e s t i n t h e

beve rages . However, t h i s a s s u m p t i o n may n o t be

correct a l t o g e t h e r . Sven if t h e t e c h n i q u e i s a

p r o d u c t of r e s e a r c h and not T I a s s u m ~ t l m , t h e need

also e x l s t s ta r e - i n v e s t i g a t e it, t o know t h e p r e s e n t

a t t i t u d e af t h e consumers of alcoholic S e v z r a g e s

t c w z r f s t h e techrlque,

?'tLs stxdy w i l l . set out t o i n v e s t i g a t e wha t t h e

consumere ' ~ t t i t u d e s e r e - ideas, b e l i e f s o r a f e e l i n g

of liking or d i s l i k i n g - tow3rds sex appeal employed

fn t h e advertisement of a l c c h o l i c Sevcrages.

The s t u d y v i l l , t h e r e f o r e , s o l i c i t t h e o p i n i o n of

t h e consumers about s e x appea l Ir! o r d e r to d e t e r m i n e

t h e i r a t , t i t u d c toward the nmss rneaic7 u s e of t h e t e c h n i q u e ,

s i n c e s good apneal is one that takes i n t o a c c o u n t t h e

c ~ n s t m e r s * ~ t t l t u d c .

1.3 O b j e c t i v e s of t h e Study

The o b j e c t i v e s of t h i s s t u d y a r e c o n c i s e

a s s u g g e s t e d by Black and Champion t h a t :

If a r e s e a r c h e r h a s too many research o b j e c t i v e s , he may e n c o u n t e r g r e a t d i f f i c u l t y i n t r y i n n to t ie t o g e t h e r a l o t of loose ends.17

i, The o b j e c t i v e i s to d e t e r m i n e a l c o h o l i c consumers, a t t i t u d e towards t h e mass media u s e of s e x a p p e a l i n t h e a d v e r t i s i n g of

t h e beverages .

ii, It i s a l s o to d e t e r m i n e whether a l c o h o l i c consumers a s s o c i a t e s e x a p p e a l w i t h t h e i r

s e x u a l behav iour ,

1.4 The S i q n i f i c a n c e s of t h e Study

The s t u d y is meaningful i n a l o t of ways to t h e

a d v e r t i s i n g i n d u s t r y .

i, The f i n d i n g s may h e l p to encourage o r d i s c o u r a g e

t h e u s e of s e x a p p e a l as a n a p p r o p r i a t e t e c h n i q u e i n t h e a d v e r t i s i n g of alcoholic beverages ,

i . It may be of immense b e n e f i t t o a d v e r t i s i n g p r a c t i t i o n e r s and a d v e r t i s e r s i n d e s i g n i n g e f f e c t i v e a p p e a l s for a l c o h o l i c beverages .

iii. The s t u d y w i l l p r o v i d e d a t a fo r t h e r e s e a r c h needs of s t u d e n t s , l e c t u r e r s a s w e l l a s

a d v e r t i s i n g p r a c t i t i o n e r s ,

1,s Scope of S t u d y

T h e s t u d y i s l i m i t e d to t h e consumers ' a t t i t u d e

t o w a r d s t h e N i g e r i a n mass media uLseof sex a p p e a l i n

t h e a d v e r t i s i n g o f a l c o h o l i c b e v e r a g e s .

The s t u d y f o r a l l p r a c t i c a l p u r p o s e s i s a l s o

r e s t r i c t e d to t h e consumers o f a l c o h o l i n t h e

U n i v e r s i t y of N i g e r i a , Nsukka, t h e t i t le

no t w i t h s t a n a i n g ,

f avo l l r ab ly d f s p a s e d towards the mass i3cdi.a

u s e of sex a p p e a l i n t h e a d v e r t i s i n g of t h e

b e v e r a g e s ?

Dc s e x , aqe and sense of m o r a l i t y o f t h e

co:-:suners af f cc t tilei r c l i spas i t i on towards t h e

u s e of sex appea l7

Can s e x appeal, emnloyed in the advertising

of a l c o h o l i c b e v e r a g e s , be a s s o c i a t e d w i t h

t h e s e x u a l b e h a v i o u r of t n e consumers of

thz kevcrages?

REFERENCES

Okigbo, C h a r l e s , A d v e r t i s i n s And P u b l i c R e l a t i o n s : Enugu Snaap P r e s s Ltd., 1990 , p. 18.

S t i g l e r , ~ r o r g i . , "The Economics of I n f o r m a t i o n " , J o u r n a l of P o l i t i c a l Econolny, J u n e 1961, fjp. 213-

S t a n l e y , R i c h a r d , Promot ion , A d v e r t i s i n q , P u b l i c i t y , P e r s o n a l S e l l i n q , s a l e s Promotion, Englewood C l i f f s : P r e n t i c e - H a l l , n 7 7 , p, 42.

L e i s s , ~ i l l i a m et. a l . , s o c i a l Communication i n . ~ d v e r t i s i n c 2% E d i t i o n , Rev i sed and E n l a r g e d , O n t a r i o : Thomson Canada Ltd.9 1990, p, 138.

I b i d 0 , P. 251,

I b i d * p, 200.

The E n c y c l o p a e d i a B r i t a i n n i c a : V o l 1 6 , E n c y c l o p a e d i a B r i t a i n n i c a I n c , , W i l l i a m nen ton p u b l i s h e r , 1963 , c h i c a g o , p. 344,

.Okigbo, C h s r l e s , A d v e r t i s i n q and P u b l i c R e l a t i o n s : Enugu, Snaap P r e s s L tdo , 1990, p. 86.

L e i s s , W i l l i a m et. al., 2. Okigbo, C h a r l e s , z. - c i t , p. 61.

O s u a l a , E ,C. 1 n t r o d u c t i o n to Resea rch Methodoloqy, smi th tow E x ~ o s i t i o n P r e s s r N e w York, 1982 ,

Okiqbo, C h a r l e s , x, - ci t . p. 100.

I b i d 0 9 P. 59.

Black , J.A. and Champion, D.J. Methods and I s s u e s i n S o c i a l R e s e a r c h ( N e w York) John w i l l e y

& Sons 1976, p. 106,

CHAPTER TWO

LITERATURE REVIEW

The a r e a u n d e r s t u d y i s a r e l a t i v e l y new one.

T h i s , however, a c c o u n t s for t h e d e a r t h of related

l i t e r a t u r e , On t h e o t h e r hand, t h e u n a v a i l a b i l i t y

of materials on t h e topic may p r o b a b l y be a t t r i b u t e d

to t h e u s u a l i n h i b i t i o n s cas t on t h e e x p r e s s i o n of

s e x by t h e s o c i e t y .

I n s p i t e of these c o n s t r a i n t s , however , t h e

researcher was able to r e v i e w some t e x t s and j o u r n a l s

related to t h e s t u d y . An a t t e m p t was made to r e v i e w

m a t e r i a l s on works t h a t t e n d to s u p p o r t t h e v i ew t h a t

a p p e a l s t h a t are e f f e c t i v e a m u s u a l l y d e r i v e d from

t h e a t t i t u d e of t h e a u d i e n c e . T h i s w a s done to s u p p o r t

t h e r e s e a r c h q u e s t i o n which s a y s t h a t sex a p p e a l c a n

be a s s o c i a t e d w i t h t h e s e x u a l b e h a v i o u r of t h e

consumers ,

Second ly , t h e c h a p t e r r ev i ewed materials t h a t

d w e l t on t h e i m p l i c a t i o n s of u s i n g a p p e a l s n o t

s u p p o r t e d by t h e a t t i t u d e of t h e aud ience . T h i s ,

of c o u r s e , f l o w s from t h e p r i m a r y o b j e c t i v e of t h e

s t u d y .

T h i r d l y , it.. rev iewed p a s t s t u d i e s d o n e on

a t t i t u d e t o w a r d s a n object, which are n o t n e c e s s a r i l y

on a d v e r t i s i n g , I n d o i n g so, t h e r e s e a r c h e r r ev i ewed

o n l y t h o s e a s p e c t s of t h e s t u d i e s t h a t were r e l e v a n t

to h i s s t u d y , The review of p a s t s t u d i e s on a t t i t u d e

was i n t e n d e d to g u i d e t h e r e s e a r c h e r i n d e s i g n i n g and

u n d e r s t a n d i n g h i s work,

I n t h i s chapter, t h e work of W i l l i a m L e i s s w a s

rev iewed. L e i s s , w h i l e w r i t i n g on e m o t i o n a l a p p e a l s

i n m e r c h a n d i z i n g , s a i d :

A p r o d u c t i s now u s u a l l y p r e s e n t e d as a s e n s u a l t h i n g , e x p e r i e n c e d t h r o u g h consump t i o n . The consumer Xnows t h e p r o d u c t t h r o u g h e m o t i o n a l r e a a t i o n s - p l e a s u r e , h a p p i n e s s , fear, worry, l o v e , relief and so f o r t h - n o t so much c a u s e d by d i r e c t u s e o f t h e p r o d u c t b u t more a s a g e n e r a l a t t r i b u t e of human e x p e r i e n c e a s s o c i a t e d w i t h u s e , 1

What L e i s s meant was t h a t t h e era of s e l l i n g a

p r o d u c t b a s e d on i t s c o n t e n t b e n e f i t s w a s o v e r . A

p r o d u c t was more or less s e e n a s a me taphor of t h e

emot ion i t conveys , Such emot ion i s drawn from t h e

g e n e r a l of human e x p e r i e n c e a s s o c i a t e d

w i t h t h e p r o d u c t ' s u se . T o t h i s , h e said: "The

p r o d u c t had to be f i t t e d i n t o t h e consumer's d e e p e s t

sense of self, de fend ing i f and g i v i n g i t g r e a t e r

a x p r e s s i o n v l , 2

T h a t meant t h a t what i t r e q u i r e d w a s f o r t h e

advertiser t o i n j e c t t h e emotion i n t o t h e minds of

t h e consumers for them t o t e n a c i o u s l y b e l i e v e i n it.

C u r t i (1967) agreed w i t h him when h e wrote t h a t

human nature was viewed by a d v e r t i s e r s as malleable

and n o t f i x e d . H e contended t h a t such a state of human

mind made i t p o s s i b l e f o r a d v e r t i s i n g to s u g g e s t ,

d i s p l a y p i c t u r e s , g a t h e r a t t e n t i o n and a r o u s e s t i m u l i

on hurnan emotion and sympathy, ~ h S . s , h e s a i d , was

n e c e s s a r y to p e r s u a d e the cansumer to desire a p roduc t ,

C u r t i f u r t h e r obse rved t h a t w a c l v e r t i s i n y campaigns

were based on emot iona l a p p e a l s and imputed mot ives and

t h a t t h e i r a c c e p t a n c e would depend on how w e l l t h e

a d v e r t i s e r c o u l d t a k e advan tage of p e o p l e ' s

c o m p e t i t i v e n e s s , shame, d e s i r e fo r a p p r o v a l , p e r s o n a l

appearance , a t t r a c t i o n of t h e o p p o s i t e s e x and so onw. 3

~ h a l y (1984) w r i t i n g on p r o d u c t image a d m i t t e d

t h a t a d v e r t i s e r s u s e " t h e power of a product to

i n c r e a s e a consumer's own s e x u a l a t t r a c t i v e n e s s and

t h a t such i s woven f i r m l y i n a w e b of social c o n t e x t m . 4

I n s p i t e of what a d v e r t i s e r s t h o u g h t they c o u l d

do w i t h emot iona l a p p e a l s , S c o t t , an a d v e r t i s e r ,

c a u t i o n e d t h a t "a p r o d u c t s h o u l d be a s s o c i a t e d w i t h

p l e a s a n t e x p e r i e n c e s and ideas t ha t . t h e r e a d e r s of

a d v e r t i s e m e n t would a s s o c i a t e d w i t h t h e i r own f e e l i n g s

and m o t i v e s w . 5

Freud , a s c h o l a r , o b s e r v e d from a m o t i v a t i o n

research h e c o n d u c t e d t h a t e m o t i o n s u s e d i n a d v e r t i s i n g

b u t n o t d e r i v e d from t h e c o n s u m e r Q s f e e l i n g s and

m o t i v e s were less remembereS by them, H e , t h e r e f o r e ,

came to t h e c o n c l u s i o n t h a t "many a d v e r t i s e m e n t s

w e r e l i t t l e remembered and t h a t consumers ceme away

from e x p o s u r e to them w i t h o n l y v a g u e i m p r e s s i o n s .

To ac%j.eve i m p ~ c t , an a d v e r t i s e m e n t h3.d t o s t r i k e

deep by not b e i n g s u p e r f i c i a l f ' , 6

C u r t i s h ~ r e c ! t h i s w i t h F reud when h e wrote:

A d v e r t i s e r s l e a r n e d from p s y c h o l o g i s ts t h a t w h a t e v e r d e c i s i o n w e make, however, p u r e l y r a t i o n a l it may seem; i s d e e p l y i n f l u e n c e d by e m o t i o n a l forces, c o n s c i o u s , s u b c o n s c i o u s or u n c o n s c i o u s , T h a t o n l y a p p e a l s f i s h e d o u t from t h e consumers a t t i t u d e s , c o u l d e v o k e more e m o t i o n a l r e s p o n s e s . 7

I n c o n c u r r i n g w i t h C u r t i , L e i s s r e p o r t e d t h a t

b o t h c r e a t i v e and r e s e a r c h o r i e n t e d p r o f e s s i o n a l s

b e l i e v e d t h a t knowing more a b o u t t h e consumer was

c e n t r a l to e f f e c t i v e a d v e r t i s i n g .

H e f u r t h e r s t a t e d t h a t " a d v e r t i s e r s now s e e k to

g a i n access t o t h e p s y c h o l o g i c a l make-up of consumers

t h r o u g h p e r s o n n e l who are i n t u n e w i t h times and who

u n d e r s t a n d t h e o r d i n a r y consumerN. 8

Tony S c h w a r t z (1974) l e n t s u p p o r t to t h i s t r e n d

i n a d v e r t i s i n g when from h i s r e s o n a n c e t h e o r y o f

communicat ion propounded t h a t " t h e core purpose of

a d v e r t i s i n g is n o t t h e message itself as a communica tor

" of meaning b u t r a t h e r i ts r e l a t i o n s h i p to t h e aud iencevv . 9

H e wen t f u r t h e r t o s a y t h a t t h e jab of an

a d v e r t i s e r i s to know t h e world of t h e seqmented

a u d i e n c e i n t i m a t e l y , so t h a t t h e s t i m u l i c r e a t e d c a n

e v o k e a s s o c i a t i o n s w i t h w h a t e v e r is s t o r e d i n t h e i r

memories and i m a q i n a t i o n .

~ e i s s viewed t h i s i n t 9 c same p e r s p e c t i v e w i t h

S c h w a r t z and said:

Lookinq a t a d v e r t i s e r v e n t s t o d a y i s a bit l i k e w a l k i n g t h r o u g h a c a r n i v a l h a l l of rnircore, w h e r e the e l e m e n t s of o u r o r d i n a r y l i v e s a r e m a g n i f i e d and e x a g g e r a t e d b u t s t i l l recognf s a h l . ~ ~ ,

G. P, Murdock w h i l c writhq on sex ap;~eaL o b s e r v e d

t h a t humans were c o n s t m t l y zxposed to sexual s t i m u l i

when s e e i n g a t t r ac t ive p e r s o n s and a r e s u b j e c t e d t o

sexv~a l . t h e m s in ~ d v c r t l . s i n , g and the inass media. 11

H e , however, s a i d t h a t most s e x u a l a r o u s a l d o e s n o t

lead to s e x u a l a c t i v i t y w i t h a n o t h e r i n d i v i d u a l .

Y e t , p e o p l e d o n o t a p p r o v e of it,

Murdock blamed t h i s on t h e s o c i e t y which i s faced

w i t h t h e p rcb lem of r e c o n c i l l i n g t h e need to c o n t r o l

sex and t h a t of q i v i n g i t a d e q u a t e e x p r e s s i o n . H e

w r o t e t h a t t h e c o m h i n a t i m of c u l t u r a l taboos, permis-

sions and i n j u c t i o n s i n h i b i t s i n d i v i d u a l s i n a c c e p t i n g

s e x u a l l y r e l a t e d messages ,

I n g i v i n g a c c o u n t of a f a i l e d a p p e a l which d i d

not consider t h e a t t i t u d e of t h e a u d i e n c e , Wiston

F l e t c h e r , a n a d v e r t i s i n g a u t h o r , wrote a b o u t a

which was l a u n c h e d i n t h e e a r l y c i g a r e t t e , S t r a n d ,

1960s i n B r i t a i n .

H e wrote t h a t w i t h i n weeks of t h e l a u n c h i n g of

t h e c l q a r e t t e and t h e s u b s e q u e n t m a s s i v e a d v e r t i s e m e n

campaign , the p u b l i c became aware of it, F l e t c h e r

s ~ i d the a d v e r t i ~ e r a employed c o n s o l a t i o n as t h e

a p p e a l , The ~ d v e t t i n e r s in ? h e i r own o p i n i o n f e l t t h e

choice of c o n s 9 l . a t i a n was a measu re of t h e i r c r e a t i v i t y .

They conqrakuZated t h e v e l v e c for a !oh w e l l done.

F l e t c h e r d e s c r i b e d t h e a d v e r t i s e m e n t t h u s :

The a d v e r t i s e m e n t showed a s i l e n t man i n a r a i n - c o a t wande r ing on h i s own, l a t e a t n i g h t t h r o u q h I ~ n d o n * s ra in - soaked streets, The s l o g a o r a n , 'you are n e v e r a l o n e w i t h s t r a n d V . l 2

Al though t h e a p p e a l was good and c r e a t e d i m p a c t ,

i t was d i s l i k e d by t h e consumers of c i g a r e t t e , T h a t

was b e c a u s e t h e a d v e r t i s e r s d i d n o t take into a c c o u n t

t h e consumers* a t t i t u d e to t h e a p p e a l ,

F l e t c h e r n a r r a t e d t h e r e a c t i o n o f t h e c o n s u n e r s :

The s m o k e r s f e l t g u i l t y a b o u t smokincj ?lone; and t h e l o n e l y f i g u r e a p p e a r e d to have no home, n o f r i e n d s and nu s u c c e s s A s a r e s u l t , t h e campaign was a d i s a s t e r , S t r a n d d i d riot sell an^ was soon wl thdrawn from t h e rnarket ,13

T h i s , therefore, presuppose ; t h a t u n d e r s t a n d i n g

t h e a t t i t u d e of t h e consaners towards srl a y ~ e a l is a

r+;quisi te to effac t i ve a d v e r t i s i n g .

M.chae1 Oarnes, i n h i s s t u d y of r 9 ~ u b l i c A t t i t u d e

T3'dares 9dv1~lr tLsInt-~ from 196'3 t o "1981 i n A m e r i c a w ,

o b s e r v e d th3 t " t h e r e was f a i r l y l o w l e v e l of s p o n t a n e o u s

d i s c u s s i o n whqn c e s ~ o n d e n ts were q u e s t i o n e d a b o u t

s p e c i f i c advertisi~g t e c h n i q u e , but after prompt ing ,

f t Nas t h e use of sex and s t e r e o t y p e s t h a t a r o u s e d

The f i n d i n g s a lso showed t h a t t h e age factor affected

t h e l e v e l of a p p r o v a l of a d v e r t i s i n g , "Young p e o p l e

show the h i g h e s t level of a p p r o v a l and t h e n t h e r z i s

a d e c l i n e t h r o u g h t h e a g e g r o u p s , w i t h t h e e l d e r l y

r e c o r d i n q s i g n i f i c a n t l y a l o w l e v e l of a p p r o v a l t h a n

t h e a v e r a g e n . The h i g h l e v e l of a p p r o v a l of

a d v e r t i s i n g by youths was m o s t l y a t t r i b u t e d t o sex

r e l a t e d messages,

However, t h e most f r e q u e n t l y men t ioned r e a s o n

far d i s a p p r o v i n g a d v e r t i s i n g was t h a t i t was m i s l e a d i n g ,

111 reviewing Barnes ' work, t h e r e s e a r c h e r

o b s e r v e d t h a t the p u b l i c in America ,tended to a p p r o v e

a d v e r t i s i n g ' mcssages and t h a t substan tiel nuinbers of

a d v z r t i s i n q messages depic ted s e x u a l i t y , T h i s cross-

m a t c h e s w i t h the o b s e r v a t i o n o f t h e r e s e a r c h e r a b o u t

t h e u s e of sex a p p e a l i n t h e mass media a l t h o u g h t h e

researcher's o b s e r v a k i o n was s p e c i f i c a l l y o n t h e

a d v e r t i s i n g cf alconoi ic beverages,

In another stu3y done oy Jonald 2 , S t i c k l a n d on

"Alcohol A d v e r t i s i n q : C o n t e n t and Conc rove r sy l ' , t h e

r e s e a r c h e r o b s e r v e d t n e u s e of l i f e s t y l e a p p e a l s

based on references to s e x u a l e n c o u n t e r s and

s u g g e s t i o n s of sex or sexua l a r o u s a l . He also found

the use of love, romance, i n t i m a t e r e l a t i o n s h i p s or

s imple sssocia t i o n of t h e p r o d u c t w i t h the vocabulary of

love i n a l m o s t equal p r o p o r t i o n s o f magaz ine and

tel.evisjon adve r t2se rnen t s . 16

P a r t of t h e resul-ts of the s t u d y showed t h a t

sexual c o n n o t a t i o n s were found i n 6.7 p e r c e n t of

maqazine a d v e r t i s e m e n t s and 6.1 p e r c e n t of t e l e v i s i o n

commercfa7.s whereas l o v e / r o m m c e was found i n 3.4% and

.. 3.8% of t h e magaz ine and t e l ~ v i . ~ i o n a d ~ r a r t i s a m ~ n t s

r e s p e c t i v e l y .

Another study w a s c o n d u c t e d bv Robert S c h a f e r on

' :News W d i a and C o m p l a i n a n t s ' Attitude Towards The

N1nncac.t-a 1)re.t.s C o u n c i l f l i n 2979, A l t h a q h t h e study

had not much in cormon w i t h t h e r e s a s r c h e r * ~ study,

there were ?reas o f s i m i l x i t y r e ~ u i r 3 . n g c c m p a r l s o n

with each o t h e r .

. % h a f ~ r ~ s study, l i k e this researchercs study,

was correrned wl. t h t b e a t t i t u d e towards an object. The

a t t l t u d c , t d ~ the pres? council was ~nessurred f rom the

l e a r n e d p r e d i s p o s i t i o n s of t h e i n d i v i d u a l t o

e v a l u a t e s i t u a t i o n s or objects i n a f a v o u r a b l e or

unf a v o u r a b l e mannert9. 18

Thc a u t h o r a p a r t from u n r a v e l l i n g t h e a t t i t u d e

o f t h e news media and c o m p l a i n a n t s towards t h e p r e s s

c o u n c i l , a l s o wanted to f i n d o u t t h e r e a s o n s why t h e y

approve or d i s a p p r o v e t h e c o u n c i l .

The a u t h o r a lso wanted to f i n d o u t t h e segments of

t h e news media t h a t w e r e more a f f e c t e d t h a n o t h e r s

and i f t h e r e was p o s i t i v e a t t i t u d e whe the r it was

shared by most newspapers , t e l e v i s i o n and r a d i o s t a t i o n s .

A t t h e end, S c h a f e r c s s t u d y showed t h a t t h e

Minnesota P r e s s C o u n c i l en joyed a h i g h d e g r e e of

a p p r o v a l from t h e news media and compla inants . The '

a p p r o v a l was h i g h e s t among t h e d a i l y newspapers

(4.29 on 5-point scale). The weakes t r e s p o n s e came

from b r o a d c a s t e r s (3.29) b u t i t s t i l l r e f l e c t e d

o v e r a l l approva l .

REFERENCES

L e i s s , W i l l i a m e t , a,, S o c i a l Communication i n ~ d v c r t i s i r , 2nd ~ d i t i o n , Revised and En la rged , d o m s o n Canada Ltd., 1990, pp, 276-277.

I b f d *, P* 146,

I b i d * Y P* 226,

I b i d ., p e 138.

I b i d p, 147. -* 9

I b i d *, P* 148.

Ibid.9 pe 158. - I b i d p, 199. -* ' I h i d *, P* 200.

The Encyc lopaed ia ~ r i t a n n i c a , V o l , 16 : ~ n c y c l o p a e d i a B r i t a n n f c a Inc . W i l l i a m Benton p u b l i s h e r , 1963, Chicago, p, 245,

F l e t c h e r , Winston, A d v e r t i s i n , Hodder and S tough ton : K e n d i t a i n , 1978, p, 133.

I b i d p .134. -* 9

Barnes , Michael : J o u r n a l o f A d v e r t i s i n q : P u b l i c . A t t i t u d e s t o ~ d v e r t i s i n g , V o l . 1, N o , 2,

~ p r i l - ~ u n e : 1982, p, 121.

I b i d 127. * 9

S t r i c k l a n d , Donald: J o u r n a l of A d v e r t i s i n q : Alcohol A d v e r t i s i n g C o n t e n t and Con t rove r sy : V o l , 1,

Rober t S c h a f e r : J o u r n a l i s m Q u a r t e r l y : N e w s Media and Compla inant A t t i t u d e Towards The Minesota P r e s s C o u n c i l V a l . 56, NO, 4 , 1979, pp, 744-752.

Okigbo, C h a r l e s : A d v e r t i s i n g and P u b l i c R e l a t i o n s : Enugu Snaap Press Ltd, , 1990, p. 44,

CHAPTER THREE

3 e 1 METHODOLOGY

The s u r v e y method w a s u s e d i n t h i s s t u d y . The

method was c h o s e n b e c a u s e t h e s t u d y r e q u i r e s

e l i c i t i n g i n f o r m a t i o n from o n l y a s a m p l e of t h e

p o p u l a t i o n t h r o u g h t h e a d m i n i s t r a t i o n of a

q u e s t i o n n a i r e , The e s s e n c e is to d e t e r m i n e t h e

consumers ' a t t i t u d e to t h e u s e of s e x a p p e a l i n t h e

a d v e r t i s i n g of a l c o h o l i c b e v e r a g e by g e n e r a l i z i n g

from t h e sample.

I n a d d i t i o n , t h i s method p r o v i d e s fo r t h e

o p i n i o n s of t h e r e s p o n d e n t s to be t a k e n as their

a t t i t u d e . ' T h i s is i n a g r e e m e n t w i t h Alex I f e z u e ' s

p o s i t i o n t h a t :

' o p i n i o n s are t h e verbal e x p r e s s i o n of a t t i t u d e s , S i n c e a t t i t u d e a re n o r m a l l y elicited from t h e r e s p o n d e n t s t h r o u g h q u e s t i o n n a i r e , t h e d i s t i n c t i o n be tween t h e t w o terms may n o t be s i g n i f i c a n t to a d v e r t i s e r s . A s a r e s u l t , w e s h a l l t r ea t a t t i t u d e s and o p i n i o n s i n t e r c h a n g e a b l y a s r e p r e s e n t i n g a p e r s o n ' s i d e a s , beliefs or a f e e l i n g of l i k i n g o r d i s l i k i n g w i t h res~ect to a s p e c i f i c object or i d e a e l

3.2 The P o p u l a t i o n of t h e S t u d y

A s B o n i f a c e Nworgu, a research s c h o l a r , e x p l a i n e d ,

A p o p u l a t i o n c a n be classified i n t o t w o - t a r g e t and a c c e s s i b l e , The t a r g e t p o p u l a t i o n i s a l l members of a s p e c i f i e d group to which t h e i n v e s t i g a t i o n r e l a t e s , w h i l e t h e a c c e s s i b l e p o p u l a t i o n i s d e f i n e d i n terms of t h o s e e l e m e n t s i n t h e g roup w i t h i n t h e r e a c h of t h e r e s e a r c h e r . 2

The p o p u l a t i o n of t h e s t u d y would have been t h e

e n t i r e consumers of a l c o h o l i c beverages i n N i g e r i a ,

o t h e r w i s e c a l l e d t h e t a r g e t p o p u l a t i o n ,

For o b v i o u s r e a s o n s , however, t h e a c c e s s i b l e

p o p u l a t i o n to t h e r e s e a r c h e r was t h e consumers of

a l c o h o l i c b e v e r a g e s i n t h e U n i v e r s i t y of N i g e r i a ,

Nsukka.

The choice of t h e consumers of a l c o h o l i c

b e v e r a g e s on t h e Nsukka campus of t h e U n i v e r s i t y

of q i g e r i a a s t h e a c c e s s i b l e p o p u l a t i o n was

p r e d i c a t e d upon t h e f o l l o w i n g reasons :

i. The u n i v e r s i t y community was composed

of p e o p l e of d i v e r s e n a t i o n a l i t y , backqround and s o c i a l i z a t i o n ,

ii. The community w a s e a s i l y accessible

t o the r e s e a r c h e r ,

iii. The r e s e a r c h e r d i d n o t have t h e time and r e s o u r c e s to c o v e r a w i d e r p o p u l a t i o n ,

T h e p o p u l a t i o n of s t u d y , t h e r e f o r e , comprised

t h e s t u d e n t s , members of t h e academic and non-

academic s t a f f of t h e U n i v e r s i t y who t a k e a l c o h o l i c beverages.

3.3 Sample Method

The s t ra t i f i ed random sample method was

employed. I n t h i s method of sampl ing , t h e

p o p u l a t i o n i s u s u a l l y s t r a t i f i e d i n terms of o n e

o r more var iables of i n t e r e s t t o t h e r e s e a r c h e r , 3

The a p p l i c a t i o n of t h i s method e n s u r e s greater

r e p r e s e n t a t i v e n e s s of t h e s t r a t a ( c h o s e n v a r i a b l e s 1

i n t h e sample,

F o r t h i s s t u d y , t h e p o p u l a t i o n w a s s t r a t i f i e d

i n terms of o c c u p a t i o n and sex,

3.4 S a m ~ l e size

The sample s ize s e l e c t e d f o r t h e s t u d y was

200, u s i n g o c c u p a t i o n a s a s t r a t u m , t h e r e s e a r c h e r

allocated 100 u n i t ? of t h e sample s i z e t o s t u d e n t s ,

T h i s was based on t h e e d u c a t e d g u e s s t h a t s t u d e n t s

were more i n number t h a n o t h e r s on campus. S e v e n t y

u n i t s were a l l o c a t e d t o t h e members of t h e non-

academic s t a f f who were assumed t o be more i n

number t h a n t h e academic s t a f f , The academic

s ta f f w e r e a l l o t e d 30 u n i t s .

The s a m p l e s i z e f u r t h e r reflected s e x as a

s t r a t u m . Each of t h e sample s i z e s fo r o c c u p a t i o n

w a s d i v i d e d i n t o e q u a l h a l v e s to r e p r e s e n t e a c h s e x ,

T h i s comprised e q u a l numbers of males and f e m a l e s i n

t h e sample. The e q u a l numbers o f t h e s e x e s i n t h e

sample were done to e n s u r e t h a t e q u a l v iews and

o p i n i o n were n o t o n l y sough t b u t r e p r e s e n t e d ,

However, i n t h e c a s e of age, a n o t h e r n e c e s s a r y

v a r i a b l e i n t h e s t u d y , it was assumed t h a t t h e sample

would be able t o c o n t a i n r e a s o n a b l e r e p r e s e n t a t i v e n e s s

of y o u t h f u l and advanced ages. T h i s was based on t h e

c o n s i d e r a t i o n t h a t most s t u d e n t s would p robab ly be of

y o u t h f u l a g e s w h i l e t h e members of t h e non-academic

and academic s t a f f would p r o b a b l y be of t h e advanced

ages ,

3.5 Samp1ina P-rocedure

' Bear ing i n mind t h a t t h e universcl of t h i s s t u d y

i s t h e u n i v e r s i t y of Nigeria, Nsukka, i n f i g u r a t i v e terms,

t h e r e f o r e , t h e sample p o p u l a t i o n of this s t u d y i s (200)

t w o hundred.

u s i n g t h e s t r a t i f i e d sampl ing method as a

gu ide , t h e sample p o p u l a t i o n was s t r a t i f Ped i n t o

s t u d e n t s , academic s t a f f and non-academic s t a f f ,

Based on t h e d i s t r i b u t i o n o f u n i t s of the

sample p o p u l a t i o n , 100 s t u d e n t s , 70 non-academic

s t a f f and 30 academic staff were sampled. Of

these, another sr!h-stra turn of sex w e r e worked o u t

i n a r e p r e s e n t a t i v e manner, t h e r e b y , g i v i n g u s

100 male r e s p o n d e n t s and 100 female r e s p o n d e n t s ,

Also, based on p u r p o s j ve sampl ing p r o c e d u r e ,

+,he r e s p o n d e n t s were sampled on a f a c u l t y basis,

I n awplyjmg t h i s p r o c e d u r e , t h e r e s e a r c h e r a l s o

t.oot i n to c o n s i d e r a t i o n t h e S e c u r i t y Department,

S t u d e n t s ' Affairs Depar tment , Worlcs Services

Srepartment, ReqLskra r8s arid Vice -Chance l lo r ' s

O f f i c e s which are exctusivcly f o r non-academic

s t a f f .

The r e s e a r c h e r a l s o employed t h e random

s a m p l i n g method to a r r i v e a t t h e a c t u a l (200)

r e s p ~ n d e n t ~ e As a guide, the r e s e a r c h e r usod t h e

table of random numbers which was based on t h e

s a m p l e frame - f ~ c u l t y and d e , m r t m n k a l . lists,

3.6 Method of D a b Collection - - . I l . I I I L - - The method of d a t a c o l l e c t i o n was by a d m i n i s t e r i n g

ques t . b n n a 5 , r e t o t h e r e s p o n d e n t s . The q u e s t i o n n a i r e

was cons t - ruc t ed i n s u c h a way t h a t i t c o n t a i n e d close-

ended and open-ended questions,

The c lose-ended q u e s t i o n s had p r e d e t e r m i n e d

answers , The r e s p o n d e n t s , therefore, s e l e c t e d f ram t h e

l is t of a n s w e r s i n e a c h q u e s t i o n , t h e o n e ( s ) t h a t i n

h i s or h e r o p i n i o n s u i t e d most to t h e q u e s t i o n . The

u s e of c lose -ended q , u e s t i o n s was s u p p o r t e d by Black

and champion when t h e y o b s e r v e d t h a t llmost m e a s u r i n g

i n s t r u m e n t s i n t h e q u e s t i o n n a i r e form are o f the f i x e d

r e s p o n s e va r i e ty" .4 The u s e of t h i s t y p e of q u e s t i o n s

s h o u l d , however, be h i n g e d on t h e f o l l o w i n g a s s u m p t i o n s :

(a) ' ' t h a t t h e r e s e a r c h e r had some idea a b o u t t h e s a m p l e h e s t u d i e d , to t h e e x t e n t t h a t h e pre-

empted some of t h e r e s p o n s e s r e s p o n d e n t s g e n e r a l l y g a v e t o t h e p a r t i c u l a r q u e s t i o n s .

(b) and t h a t t h e u n i t s of t h e s a m p l e had an i d e a a b o u t Lile matter i n t h e q u e s t i o n n a i r e " . 5

On t h e other hand , open-ended q u e s t i o n s g a v e

t h e r e s p o n d e n t s t h e i m p e t u s to f r e e l y p r o v i d e s h o r t

or l e n g t h y r e s p o n s e s t o t h e q u e s t i o n s as t h e y

deemed n e c e s s a r y . The open-ended q u e s t i o n s also g a v e

t h e r e s p o n d e n t s t h e l e v e r a g e to e x p r e s s t h e i r

o p i n i o n s *

T h e s e two a p p r o a c h e s i n q u e s t i o n n a i r e

c o n s t r u c t i o n do i n most cases complement e a c h o t h e r

i n social s c i e n c e r e s e a r c h .

3.7 V a l i d a t i o n of Data Giitherinq I n s t r u m e n t

The d a t a - g a t h e r i n g i n s t r u m e n t , w i i i c t l i n this

case, i s t h e q u e s t i o n n a i r e , was v a l i d a t e d t h r o u g h a

p i l o t s t u d y ,

T h i s was, however, v a l i d a t e d f i r s t l y by my

c o l l e a g u e s who went through t h e q u e s t i o n n a i r e

s c h e d u l e .to e n s u r e a n s w e r a b i l i t y and comprehensi-

b i l i t y of t h e i n s t r u m e n t ,

I t was s e c o n d l y v a l i d a t e d by t h e manner of

s t r u c t u r i n g and wording of t h e q u e s t i o n s to e n s u r e

f l e x i b i l i t y of response , The f l e x i b i l i t y o f t h e

q u e s t i o n s was such t h a t s u i t e d t h e r e s p o n d e n t s 1

i n d i l i t l u a l p r e d i s p o s i t i o n .

3.8 14sthod of Q u e s t i o n n a i r e A d m i n i s t r a t i o n

The q u e s t i o n n a i r e was a d m i n i s t e r e d to t h e

r e s p o n d e n t s i n t h e i r offices and classrooms,

' T h e r e w e r e , however, f e w cases i n which

some r e s p o n d e n t s were d i s c o v e r e d to have d i e d ,

r e t i r e d , withdrawn from or t r a v e l l e d o u t of t h e

campus, Such r e s p o n d e n t s were s u b s t i t u t e d by t h e

r e s e a r c h e r . I n t h e cases i n wh ich some s e l e c t e d

r e s p o n d e n t s do n o t t a m a l c o h o l , t h e r e s p o n d e n t s

were c o n s e q u e n t l y s u b s t i t u t e d through a ranaom

p r o c e s s ,

REFERENCES

1, Okigbo, C h a r l e s , A d v e r t i s i n g and P u b l i c Rela- t i o n s : Znugu, Snaap Press L t d , , 199 - 0, pa 44.

2, Xworgu, Eoniface, Sducational y e s e a r c h ( B a s i c I s s u e s and Methodology): Ibadan, wisdom publishers L t d , , 1991, p. 68.

3. Nworgu, B.G., Fundamentals cf Research Methods i n Educat ion and Behavioural S c i e n c e s , -- Sub-Department of Science Educat ion , U,N,N, ( u n p u b l i s h e d ) p. 8.

4, Black, J.A. and Champion, D.J. Method and I s s u e s

5 . 9 . 0 , 1 . Beer Pe rcep t i on (Masters ' Thesis, Department of Mass Communication, U o N m N m ) : p e 47.

CHAPTER FOUR

RESULTS I ANiiL'iS IS ;\KC DATA INTEXPHtZT:i'TXOIJ4

4e2 Restllts

he a n a l y s i s and data i n t e r p r e t a t i o n were done

after a careful e x t r a c t i o n of t h e results of t h e s tudy

from the 200 c o p i e s of q u e s t i o n n a i r e re turned by the

sampled units of t h e populat ion,

The results i n d i c a t e d t h a t 4 5 respondents or

22,5% were of the ages of i6 to 22 years. Forty-nine

respordmt:; or 24,5X had a y e rmges or' 23 to 4 0 w h i l e

1-96 or 53% were of t h e ages of 41 y e a r s and above,

Ninoty-f ive respondents or 47,5% were married and

99 or 49.5% were not, Four responaent s or 2% were

d i v e r c e d w h i l e 2 or 1% separated from t h e i r spouses ,

1 '; ?.ras observed tna t C h r i s t i a n re spondents were

142 or 71$. The h i g h representaLion of C h r i s t i a n s i n

the sarnpl? was griiS;rbly ail i n d i c a t i 0 2 of the fact t h a t

the rna jor l ty of members of t h e u n i v e r s i t y community

were ris t i ~ i s , T h r e e respondenks or 1.5% were

Moslems; 14 o r 7% sclieved i n traditional r e l i g i o n

whlle 43. or 20.5% had no r e l i g i o n or d i d not c l a s s i f y

themselves.

T h e r e s p o n d e n t s were asked i n an open-ended

q u e s t i o n to g i v e r e a s o n s why t h e y t a k e alcoholic

beverage. The r e a s o n s t h e y gave ranged from a l c o h o l

g i v i n g them happ iness , b e i n g a s t i m u l a n t , enhancing

t h e i r s e x u a l power, g e t t i n g them e x c i t e d and h e l p i n g

them f o r g e t t h e i r worries. The r e s p o n s e s a s shown

i n Table I i n d i c a t e t h a t 78 r e s p o n d e n t s o r 39% s a i d

t h e consumption of a l c o h o l g a v e them happiness .

Forty-two o r 21% s a i d i t s t i m u l a t e d them. T h i r t y or

15% were of t h e o p i n i o n t h a t i t enhanced t h e i r s e x u a l

performance, p a r t i c u l a r l y , S t o u t and s p i r i t s w h i l e

50 or 25% s a i d it made them overcome t h e i r worries.

TABLE 1: WRY. PEOPLE TAKE ALCOHOL

I Responses I No. of Respondents I P e r c e n t a g e

I I I 1 It makes them happy I 78 I 39%

2 1 It acts as a s t i m u l a n t I 42 I 21%

3 1 It enhances t h e i r s e x u a l power 1 15%

It drowns t h e i r sorrows 50 I 2 5% . I TOTAL 1 200 I 100%

The respondents were f u r t h e r a s k e d w h e t h c r t h e y

l i k e d t a k i n g a l c o h o l i n t h e company of someone a s shown

i n Tablz I1 below. A hundred and f i f t y - s i x or 78% said

y e s ; 24 o r 12% s a i d no, w h i l e 20 r e s p o n d e n t s or 10%

were of t h e o p i n i o n t h a t I t i t d o e s n o t m a t t e r t t .

TABLE 11: HOW PEOPLE TAKE ALCOHOL

I Responses I NO. of Responden t s I P e r c e n t a g e

1 ~ r i n k i n g i n t h e I Company of someone 1 156 I 78%

2 1 ~ r i n k i n g a l o n e I 24 1 12%

3 1 I n d i f f e r e n t I XI 1 10%

TOTAL I 200 I 100%

.They were also a s k e d w h e t h e r t h e y e n j o y e d t a k i n g

a l c o h o l i n t h e company of t h e o p p o s i t e s e x , s p e c i f i -

c a l l y f r i e n d s , as shown i n T a b l e I11 below. A hundred

a n d s i x t y o r 80% sa id y e s ; 1 6 or 8% said no, w h i l e

24 r e s p o n d e n t s o r 12% f e l t i n d i f f e r e n t .

TABLE 111: THEPEitiiNCC FOR D R I N K I N G WITH THE OPPOSITE SEX

Responses I NO. of Respondents P e r c e n t a g e

1 P r e f e r e n c e for d r i n k i n g i n t h e company of t h e o p p o s i t e s e x

bjhen probed f u r t h e r i n a n open-ended q u e s t i o n to

s t a t e t h e r e a s o n s fo r t h e i r answers , some of those who

Non-pref e r e n c e I 16

s a i d "yest1 s t a t e d t h a t under t h e i n f l u e n c e of a l c o h o l ,

24 - 200

I n d i f f e r e n t

they. had t h e u r g e to make l o v e or s e x advances t o

' 100%

t h e i r oppos i t e - sex f r i e n d s , Some d e s c r i b e d d r i n k i n g

i n company of opposi te-sex f r i e n d s as enjoyment w h i l e

some s a i d "it makes them feel h i g h u - e x c i t e d , Some

r e s p o n d e n t s who s a i d 'ho'were of t h e o p i n i o n t h a t t h e

p r e s e n c e of oppos i t e - sex f r i e n d s might be embar rass ing

when drunk w h i l e t h o s e w i t h n e u t r a l o p i n i o n s a i d flit

does n o t m a t t e r n .

bihen asked whether t h e respondents had seen or

h e a r d any a d v e r t i s e m e n t on a l c o h o l i c beverages , 100%

of t h e m s a f d yes .

on w h e t h e r t h e y observed t h e u s e o f s e x a p p e a l

i n z l c o h o l a d v e r t i s i n g as i n d i c a t e d i n T a b l e I V ,

160 r e s p o n d e n t s or 80% s a i d yes ; 10 or 5% s a i d no,

w h i l e 30 or 15% were n e u t r a l ,

TAYLX SV: THE USE OF SEX APPEAL I N ADVERTISEMENTS

Responses

TOTAL I 200 I 100%

No. of Respondents P e r c e n t a g e

160 80%

3 1 N e u t r a l

The r e s p o n d e n t s were also asked whe the r t h e y

10 I 5%

30 15%

p e r c e i v e d sex a p p e a l as s t i m u l a t i n g t h e i r d e s i r e f o r t h e

o p p o s i t e s e x ; 120 o r 60% s a i d y e s ; 30 o r 15% s a i d no,

w h i l e 50 or 25% were n e u t r a l .

They w e r e also asked to i n d i c a t e t h e mass media

i n which t h e y had f r e q u e n t l y obse rved t h e u s e of s e x

appeal . A hundred and t e n r e s p o n d e n t s o r 55% t i c k e d

t e l e v i s i o n ; 60 or 30% picked magazines; 12 or 6% s a i d i t

was newspapers; 8 o r 4% p o i n t e d a t r a d i o w h i l e 30 or 15%

s a i d i t was other media n o t l i s t e d o u t ,

On whe the r e x p o s u r e to sex-appeal a d v e r t i s e m e n t s

o n a l c o h o l does p e r s u a d e them to t a k e a l c o h o l , 1 7 0

r e s p o n d e n t s or 85% s a i d yes ; 10 r e s p o n d e n t s o r 5%

s a i d no, w h i l e 20 r e s p o n d e n t s or 10% w e r e n e u t r a l ,

AS shown i n T a b l e V below, t h e r e s p o n d e n t s *

o p i n i o n were e l i c i t e d on whether t h e y a s s o c i a t e d sex

a p p e a l w i t h t h e i r s e x u a l b e h a v i o u r w i t h r e g a r d to

a l c o h o l i c b e v e r a g e s consumption, Ninety r e s p o n d e n t s

or 45% agreed ; 40 r e s p o n d e n t s or 20% s t r o n g l y agreed ,

20 r e s p o n d e n t s o r 10% d i s a g r e e d ; 30 r e s p o n d e n t s or

15% s t r o n g l y d i s a g r e e d w h i l e 20 r e s p o n d e n t s or 10%

were n e u t r a l ,

TABZE V: ASSOCIATION OF SEX APPEAL WITH SEXUAL F\SHBVIOU R

- Responses No, of

Agreed I 90 I

S t r o n g l y Agreed I 40 - - 1 - 20%

Disagreed I 20 10%

s t r o n g l y Disagreed 30 15%

N e u t r a l

They w e r e f u r t h e r a s k e d i n an open-ended q u e s t i o n

to s t a t e t h e r e a s o n s for t h e i r answers , A hundred

a n d t w e n t y r e s p o n d e n t s or 60% who a g r e e d s a i d t h e

e x p o s u r e to s e x a p p e a l e x c i t e d them, F i f t y r e s p o n d e n t s

o r 25% h e l d t h e belief t h a t t h e e x p o s u r e and t h e

consumpt ion of a l c o h o l e v e n r e d u c e d t h e i r l i b i d o w h i l e

30 r e s p o n d e n t s or 15% d i d n o t s h a r e a l l t h e s e beliefs.

On w h e t h e r t h e r e s p o n d e n t s a p p r e c i a t e d t h e u s e of

s e x a p p e a l i n t h e a d v e r t i s i n g of alcoholic beverages

as shown i n T a b l e VI, below, 8 0 or 40% s a i d t h e y l i k e d

it. S i x t y o r 30% d i s l i k e d i t; 30 r e s p o n d e n t s o r 15%

s t r o n g l y l i k e d it, 10 or 5% s t r o n g l y d i s l i k e d i t

w h i l e 20 or ' lO% were n e u t r a l .

TABLE YI: APPRECIATION OF THE USE OF S E X APPEAL

- Responses I NO. of Kesponses I P e r c e n t a g e

Liked I t

S t r o n g l y l i k e d i t 1 3 0 I 15 I

D i s l i k e d i t I 60 I 30 - --- I I S t r o n g l y D i s l i k e d i t [ 1 0 5

TOTAL I 200 I 1 0 0

When t h e r e s p o n d e n t s were e s k e d to s t a t e r e a s o n s

for t h e i r o p i n i o n , 130 or 65% who l i k e d i t s a i d t h e

u s e of s e x a p p e a l was e n t e r t a i n i n g . F i f t y or 25%,

who d i s l i k e d it, s a i d i t was immoral and c o r r u p t s t h e

young w h i l e 20 r e s p o n d e n t s o r 10% were n e u t r a l .

The r e s p o n d e n t s were also a s k e d w h e t h e r t h e i r

s e n s e of m o r a l i t y a f f e c t e d t h e i r l i k i n g o r d i s l i k i n g

t h e u s e of sex a p p e a l i n t h e a d v e r t i s i n g of a l c o h o l i c

" beve rages . S i x t y - s i x r e s p o n d e n t s or 33% s a i d y e s ;

94 r e s p o n d e n t s or 47% s a i d no, w h i l e 40 r e s p o n d e n t s w e r e

n e u t r a l .

4.2 &;~lysis and I n t e r p r e t a t i o n of Data

The d a t a o b t a i n e d from t h i s s t u d y were a n a l y a e d

and i n t e r p r e t e d --- v i s - a -v i s t h e r e s e a r c h q u e s t i o n s .

par a c l . e a r e r u n d e r s t a n d i n g , a t t i t u d e was t r e a t e d a s

r e p r e s e n t i n q the r e s p o n d e n t ' s ideas, beliefs or a

feeling of l i k i n q and d i s l i k i n g , i n t h i s case, a b o u t

t h e use of s e x a p o e a l i n t h e a d v e r t i s i n g of a l c o h o l i c

b e v e r q e s ,

The i lrst r e s e a r c h q u e s t i o n :

Are t h e cmnsumers of a l c o h o l i c bewraqes f a v o u r a b l y d i s p o s e d toward t h e mass media use of sex a p p e a l i n t h e advertising of t h e b e v e r a q e s ?

T a b l e I shows t h e d i r e c t i o n of f e e l i n g s t o w a r d s t h e u s e of s e x a p p e a l in a l c o h o l i c a d v e r t i s i n g .

TABLE I:

V a r i a b l e s % o f F requency

T h e table s h o w s t h a t 55% of t h e r e s p o n d e n t s

F a v o u r a b l e d i s p o s i t i o n

lrnf a v o u r a b l e d f s p o s i t i o n

Neu tra 1

f a v o u r e d t h e u s e of s e x a p r ~ e a l w h i l e 35% o f t h e res-

p o n d e n t s d i d n o t f a v o u r it, I n a d d i t i o n , t h e r e were

o t h e r p o s i t i v e a t t i t u d e s t o w a r d s s e x a p p e a l , F o r

20 , .

i n s t a n c e , 65% o f t h e r e s p o n d e n t s a g r e e d t h a t t h e u s e of

sex a p p e a l a p p e a r e d e n t e r t a i n i n g , However, 25% of t h e

r e s p o n d e n t s condemned i t a s immoral and c a p a b l e of

corrup t :mg t h e young.

I n r e s p o n s e t o t h e f i r s t r e s e a r c h q u e s t i o n , a m a j o r i t y

of t h e r e s p o n d e n t s d i s p l a y e d f a v o u r a b l e d i s p o s i t i o n t o w a r d s

t h e u s e 3f s e x a p p e a l i n t h e a d v e r t i s i n g of t h e b e v e r a g e s ,

T h e second r e s e a r c h q u e s t i o n :

DO ser s q e and seLse o f mora l i t y of t h e consumers ---A- 02 a l m h a l i c b e v c r a q s s a ~ f ect t h e i r -- d i s p o s i t i o n towards the use s f sex a p ~ c a l i n t h e b e v e r a q e a d v e r t i s i n q ?

the T 8 b l e XI shows t h a e s e x o f the r e s p o n d e n t s a f f e c t e d

t h e i r d i s p o s i t i o n towards the use o f t h c t e c h n i q u e .

TABLE II:

Table I1 s h c ~ ~ s t h a t 33.5% of the r c s p a n d ~ n t s xho

Vnriablaa

Favourable d f sposltian

Neutral I 8

21.5% of the respondent s who are female. On the

Freauency requency Male %

C 7 33.5

Frequency Female

c o r ~ ' i ~ i r r y , 22.5% or t h e r e s p o n d e n t s i~!io are female

Unf avourahls disposition

dis n o t favour it, sa d i d 12.5% of t h e respondents

who are male.

In r e s p o n s e to one of the second r e s e a r c n questions,

22.5 I

25 1 12.5

more male respclndents sp ;xec ia tc?d t h e use of s e x a p p e a l

than the female resjondents.

The i m p l i c a t i o n i s that t h e use of sex , ~ p p e a l

e x c i t e s m o s t l y t h e maie audience and such a d v e r t i s e -

ment mould be d i r e c t e d to them,

'i'able 111 shows how the age of t ne respondent s

affected their disposi t i ~ n towards t h e t echn ique .

TABLE 111:

I n answer to w h e t h e r a g e a f f e c t s t h e consumers ' dispo-

s i t i o n t o w a r d s t h e use of sex a p p e a l , t h e t a b l e shows

Frequency %

t h a t more r e s p o n d e n t s who a r e of t h e y o u t n f u l age

V a r i a b l e s

F a v o g r a h l e d i s p o s i t i o n

Unf a v o u r a b l e d i s p o s i t i o n

K e u t r a l

f a v o u r e d t h e u s e o f sex a p p e a l t h a n t h e r e s p o n a e n t s

Frequency S:

Frequency of Y o u t h f u l a g e s 16-40

who a r e niore advanced. On the c o n t r a r y , ove r -whe l rdng ly

marc r e ~ p o n d e n t s who are of t h e advanced a g e s d i d n o t

f a v o u r t h e use of sex s p p e e l t h a n t h e r e s p o n d e n t s who

Frequency of Advanced 41-above

are younger . That no twi t h s t a n d i n r ; , a rna jori t.y of t h e

r e s p o n d e n t s of t h e advanced a g e s s t i l l f a v o u r e d t h e

u s e of s e x a w ~ e a l ,

T s l ~ l e v shows hou t h e s e n s e o f m o r ~ l f ty affected

responc3ents dlsposltfon t owards t h e use of sex ap3eal .

Tabic. I V shows t h a t 33% o f t h e r e s p o n d e n t s d i d

ccr~sicier m o r a l i t y i n l i k i r i q or d i s l i k i n q t h e u s e of

sex ap;eal w h i l e 47% did n o t c o n s i d e r .it i n l i k i n g

X n a n s w e r to w h e t h e r t h e c o n s u m e r s conSidered

r i ~ o r ~ t i i t y i n their o p i n i o n t o w a r d s t n e u s e o f s e x

a ; ~ p z : ~ l , s 3 a j ~ ) r i t y of t h e i - e s ; m n d e n t s d i d n o t .

The third research q u e s t i o n :

Car, s e x apv3eal em~loyeij i n t h e a d v e r t i s i n g of -- L . - ---.----I- - - - alcoholic b e v e r a g e s , be associated wi t h t h e sexua l E F F ' = i Z E T € E Z - " T i Z G > i ~ 5 ' f - r e be ve r s qe -- s ?

Table V shows t h e o p i n i o n s of t h e r e s p o n d e n t s o n

w h e t h e r sex appeal c a n be a s s o c i a t e d w i t h s e x u a l

b e h a v i o u r .

TABLE V:

Associated w i t h s e x u a l b e h a v i o u r

Table V i n d i c a t e s t h a t 65% of t h e r e s p o n d e n t s

Not a s s o c f a t e d w i t h s e x u a l b e h a v i o u r

N e u t r a l

a s s o c i a t e d s e x a p p e a l w i t h t h e i r s e x u a l b e h a v i o u r

w h i l e 25% of t h e r e s p o n d e n t s d i d n o t associate s e x

a p p e a l w i t h t h e i r s e x u a l b e h a v i o u r .

Anothe r i n t e r e s t i n g o b s e r v a t i o n was t h a t 80% of

t h e r e s p o n d e n t s e n j o y t a k i n g a l c o h o l i n t h e company

of t h e o p p o s i t e - s e x f r i e n d s . Not o n l y t h a t , 60%

of t h e r e s p o n d e n t s had t h e u r g e t o make l o v e or s e x

a d v a n c e s t o s u c h f r i e n d s . F u r t h e r m o r e , 47% of t h e

r e s p o n d e n t s s a i d when they do make l o v e , a l c o h o l e n h a n c e s

t h e i r s e x u a l p e r f o r m a n c e s ; 13% a s s o c i a t e d i t w i t h over-

i n d u l g e n c e i n s e x w h i l e 25% s a i d i t reduced t h e i r

libido.

Based o n t h e e v i d e n c e p r o v i d e d by t h e s t u d y , a

m a j o r i t y of t h e r e s p o n d e n t s associated sex-appea l

a d v e r t i s e m e n t w i t h t h e i r s e x u a l b e h a v i o u r .

CHAPTER FIVE

DISCUSSION, SUMMARY A N D CONCLUSION

5.1 Discuss ion

The f i n d i n g of t h i s s t u d y have made q u i t e i n t e r e s t -

i n g r e v e l a t i o n s , Though t h e s t u d y h a s r e i n f o r c e d some

e x i s t i n g beliefs, i d e a s and o p i n i o n s on s e x a p p e a l

a d v e r t i s i n g , i t h a s d i s c a r d e d some and i n t r o d u c e d new

o n e s a 1 t o g e t h e r .

The f i n d i n g s have j u s t i f i e d t h e u s e of s e x a p p e a l

by a d v e r t i s e r s i n t h e a d v e r t i s i n g of a l c o h o l i c beverages.

However, such a g e n e r a l i z a t i o n s h o u l d n o t be h a s t y b e c a u s e

more r e s p o n d e n t s gave e n t e r t a i n m e n t a s t h e i r major r e a s o n

f o r approv ing s e x a p p e a l , I f r e a l l y so, i t means t h a t

t h e r e s p o n d e n t s may as w e l l p r e f e r a n o t h e r t e c h n i q u e i n

p l a c e of s e x a p p e a l t h a t may be more e n t e r t a i n i n g .

It is p e r t i n e n t to mention h e r e t h a t i n s p i t e of

t h e endorsement of s e x a p p e a l by t h e m a j o r i t y of res-

pondents , i t s c o n s t r a i n t h a s been t h a t i t o f f e n d s

m o r a l i t y , I f i t r e a l l y c o r r u p t s t h e young, then i t r u n s

i n a c o l l i s i o n c o u r s e w i t h t h e Obscene P u b l i c a t i o n s A c t

Furthermore, o n e of t h e f i n d i n g s which show t h a t

more male r e s p o n d e n t s a p p r e c i a t e d t h e u s e of s e x a p p e a l

i n t h e mass media t h a n female r e s p o n d e n t s may n o t

be s u r p r i s i n g , T h i s c o u l d be a t t r i b u t e d to a m e d i c a l

f a c t t h a t s a y s males are more e a s i l y e x c i t e d s e x u a l l y

t h a n females.

Ano the r o b s e r v a t i o n w o r t h y of d i s c u s s i o n i s t h a t

a l t h o u g h o n e of t h e f i n d i n g s showed t h a t more female

r e s p o n d e n t s d e t e s t e d t h e u s e of s e x a p p e a l t h a n those

i n s u p p o r t , t h e d i f f e r e n c e i s o n l y o n e p e r c e n t , The

c o n c l u s i o n may, t h e r e f o r e , be m i s l e a d i n g i f w e s a y

t h a t f e m a l e consumers are not l i k e l y to a p p r e c i a t e

t h e use of s e x a p p e a l .

F u r t h e r m o r e , t h e f i n d i n g t h a t s a y s y o u t h s

f rom t h e a g e s of 1 6 to 40 a r e more l i k e l y to a p p r e c f a t e

t h e use of sex a p p e a l t h a n those i n t h e advanced a g e s

of 4 1 and above were n o t s u r p r i s i n g , T h i s i s b e c a u s e

y o u t h s a r e m e d i c a l l y s a i d to h a v e s t r o n g l i b i d o i n con-

t r a s t to t h e advanced i n a g e , It was, however, s u r p r i s i n g

t h a t i n s p i t e of t h e f a c t t h a t a g r e a t e r number of

y o u t h s a p p r e c i a t e d t h e t e c h n i q u e more t h a n t h e advanced

i n age, a m a j o r i t y of t h e r e s p o n d e n t s who were advanced

i n a g e s t i l l a p p r e c i a t e d t h e t e c h n i q u e , It p r o b a b l y

c o u l d be either b e c a u s e more p e r s o n s of advanced age

w e r e i n t h e s ample o r b e c a u s e t h e a c c e p t a n c e of t h e

t e c h n i q u e c u t s a c r o s s a g e barriers,

O t h e r i n t e r e s t i n g o b s e r v a t i o n s are t h a t 80

p e r c e n t of t h e r e s p o n d e n t s a d m i t t e d e n j o y i n g

t a k i n g a l c o h o l i n t h e company of t h e o p p o s i t e sex

and a l s o h a v i n g t h e u r g e to make l o v e or s e x

a d v a n c e s to s u c h f r i e n d s , T h e s e s u g g e s t t h a t s e x

a p p e a l i n alcoholic b e v e r a g e a d v e r t i s i n g i s l i n k e d

to t h e s e x u a l b e h a v i o u r of t h e consumers . I n

a d d i t i o n , some r e s p o n d e n t s a s s o c i a t e d t h e consump-

t i o n of alcoholic b e v e r a g e s w i t h t h e enhancement

of s e x u a l pe r fo rmance , Above a l l , a m a j o r i t y of t h e

r e s p o n d e n t s a g r e e d t h a t when e x p o s e d a t o sex -appea l

a d v e r t i s i n g t h e i r d e s i r e f o r t h e o p p o s i t e s e x was

s t i m u l a t e d , T h i s , t h e r e f o r e , p r e s u p p o s e s t h a t t h e

s t i m u l a t i o n of t h e d e s i r e for t h e o p p o s i t e sex may

s u b s e q u e n t l y r e s u l t i n t h e consumpt ion of a l c o h o l .

5.2 Summary

The f i n d i n g s a n d i n t e r p r e t a t i o n of data are

summarized h e r e s u c c i n t l y as f o l l o w :

(1) he m a j o r i t y of t h e r e s p o n d e n t s h a v e a f a v o u r a b l e

d i s p o s i t i o n t o w a r d s t h e u s e of s e x a p p e a l ,

(2) More male r e s p o n d e n t s h a v e a f a v o u r a b l e

d i s p o s i t i o n towards t h e u s e of s e x a p p e a l

t h a n females,

( 3 ) More female r e s p o n d e n t s have an u n f a v o u r a b l c d i s p o s i t i o n towards t h e u s e of t h e t e c h n i q u e

t h a n males ,

( 4 ) More y o u t h f u l r e s p o n d e n t s h a v e a f a v o u r a b l e d i s p o s i t i o n t o w a r d s the u s e of t h e t e c h n i q u e than t h e i r e l d e r s .

( 5 ) The majority of t h e r e s p o n d e n t s of t h e advanced

a g e s have a f a v o u r a b l e d i s p o s i t i o n t o w a r d s t h e u s e of t h e t e c h n i q u e ,

( 6 ) The m a j o r i t y of t h e r e s p o n d e n t s d i d n o t c o n s i d e r m o r a l i t y i n t h e i r d i s y o s i t i o n t o w a r d s the use of sex a p p e a l ,

( 7 ) The m a j o r i t y of t h e r e s p o n d e n t s associated sex

a p p e a l w i t h t h e i r s e x u a l behav iou r .

5.3' C o n c l u s i o n

The f i n d i n g s h a v e prompted t h e a u t h o r to

g e n e r a l i z e t h a t consumers of a l c o h o l i c b e v e r a g e s

h a v e a f a v o u r a b l e a t t i t u d e t o w a r d s t h e u s e of sex

a p p e q l i n t h e a d v e r t i s i n g of t h e b e v e r a g e s .

The f i n d i n g s h a v e a lso p roved t h a t male consumers

a r e more l i k e l y to h a v e a f a v o u r a b l e a t t i t u d e t o w a r d s

t h e u s e of t h e a p p e a l t h a n female consumers ,

I n a d d i t i o n , t h e consumers who are young m e more.

l i k e l y to have a f a v o u r a b l e a t t i t u d e to s e x a p p e a l

t h a n t h e consumers who a r e o l d e r , Nevertheless, a

m a j o r i t y of t h e consumers who a r e of t h e advanced a g e

s t i l l h a v e f a v o u r a b l e a t t i t u d e t o w a r d s t h e a p p e a l .

It i s i n t e r e s t i n g to s a y t h a t a m a j o r i t y of

t h e consumers may n o t a l l o w t h e i r s e n s e of m o r a l i t y

to b e c l o u d t h e i r judgement towards s e x a p p e a l ,

Above a l l , t h e consumers a s s o c i a t e d t h e i r

own s e x u a l b e h a v i o u r w i t h t h e a d v e r t i s e r s 1 u s e of

s e x appeal. T h i s , t h e r e f o r e , reinforces t h e idea

I t h a t a d v e r t i 8 i n g a p p e a l s s h o u l d he drawn from t h e

n e e d s and a t t i t u d e of t h e consumer w i t h r e g a r d to

t n e p r o d u c t and t h e a d v e r t i s i n g message,

J e r r y Goodis e x p l a i n e d i t better when h e saido

h d v e r t i s i n g does n o t o n l y mirror how p e o p l e . a re a c t i n g b u t how t h e y a r e dreaming , I n a

s e n s e , wha t w e a r e d o i n g i s wrapp lng up y o u r e m o t i o n s and s e l l i n g them back to you,2

I n c o n c l u s i o n , t h e a c c e p t a n c e of t h e u s e of sex

a p ~ e a l i n alcoholic-beverage a d v e r t i s i n g b y consumers

h a s been e s t a b l i s h e d ,

REFERENCES

1, Obscene Publications A c t , 1961, S e c t i o n 2.

2. L e i s s , William a, a,, Socia l Communication i n A d v e r t i s i n ~ , 2nd Z d i t i o n , Rcviscd and - Enlarged : Ontario: Thomson Canada Ltd., 1990, p, 200,

B I B L I O G R A P H Y

B l a c k , J o A e a n d Champion, D,J . Methods a n d 1ssu.1 i n social k e s e a r c h , (New ' Y o r k $ J o h n k i l e y & s o n s , 1976 .

Dunn, Se1~!. a n d R a r b a n , I,.P!, 3 n Fiodern ~ a r k e t i n q Press, 4 t h ~ d i t i o n , 1978,

F n ~ l e , J.P., Kollat, ?.T,, a n d 3 l a c k w a l i , ROD,, Consumer B o h a v i o u r (New York) Holt, ~ e n e h a r t a n d W i n s t o n , 2nd e d i t i o n , 1973,

F l e t c h e r , W i n s t o n , A d v e r t i s i z , ( K e n t ) Hodder a n d s t u r q h t o n , I~'I~.--~--

Leiss, d i l l i a r n et , go, S o c i a l Communica t ion i n ~ d v e r t i s i n ( ~ n t a r i o ) Thomson Canada Ltd., ~ i d 9 0.

Malickson, David a n d J o h n Nason, A d v e r t i s i n : How to ivrite t h e Kind t h a t ' b Y o r k ) C h a r l e s S c r i b n e r ' s Sons, 1977.

Nelson, Woy P., 'The D e s i g n of A d v z r t i s i n g (Amsterdam) C.W.C. Zrown Company ~ u b l i s h c r s , 1973,

Nworgu, Zonlf see, Educa t i o n a 1 :?esearch (Basic I s s u e s and ~ . i e k ~ o " i h ~ y ~ ? ~ i d a n j m n Pu3lPshers Lkd,, 1.991,

Okigbo, C h a r i e s , ~ d v e r t i s i n g a n d p u b l i c elations ( ~ n u g u ) Snaaw P r e s s Ltd., 1990,

Onyebuagu, C h a r i e s S o , ' ' A d v e r t i s i n g T h e o r y a n d P r a c t i c e f i i n P l a r k e m - l n ~ i q e r f a ( L c n d o n ) C a s s e l , 1 9 8 0 .

C s u a l a , E ,C, , I n t r o d u c t i o n to R e s e a r c h M e t h a d o l c g y (Mew Y o r k ) s m i t h t o n E x p o s i t i o n P r e s s , 1982,

~ h u l t z , Don K , anc5 M a r t i n , D e n n i s G., S t r a t e q i c (Chicago) G r a i n C o m m u n i c a t i o n s

S t a n l y , Richard , Promotion, A d v e r t i s i n q , Publicity, P e r s o n a l S e l l i n q and Sales Promotion ( P r i n tlcc-'L!s11) Cnglewood C l i f f s , 1 9 7 7 .

Tull, D . S . and Hawkiris D e l I*, Market inq Research (New Y o r k ) Macmillan P u b l i s h i n g C o . I n c 2nd e d . 1900.

w i g h t , Robin, The Day the Piqs Refused to be Driven to t h e Market: A d v e r t i s i n g and Consumers sevclution ( ~ e w York) Random

Liright, ~ohn, Warner Daniel, and winter i d i l l i s ( N ~ W York) Mcgraw-Hill

P l e a s e t h e i n f o r m a t i o n is r e q u i r e d f o r r e s e a r c h

p u r p o s e s and r e s p o n d e n t s a r e a s s u r e d of anonymi ty and

c o n f i d e n t i a l i t y ,

P e r s o n a l D a t a

O c c u p a t i o n :

Age Bracke t :

M a r i t a l

S t a t u s :

R el i g i o n :

S t u d e n t /117 ncademic s t a f f /----7

on-academic s t a f f 1-7

Male Female

41-and above 1-1

~ a r r i e d s i n g l e D i v o r c e d

S e p a r a t e d

~ h r i s t i a n i t y ISLAM /7 T r a d i t i o n a l

I n f o r m a t i o n D a t a

O t h e r s {7

1. DO you t a k e ~ l c o h o l i c b e v e r a g e s s u c h a s beer, s p i r i t s - .

( h o t d r i n k s ) and w i n e . 2. If y e s , why d o you t a k e a l c o h o l i c b e v r a g e s ?

3. go you l i k e t a k i n g i t i n t h e company o f somebody?

y e s (-/ N O f7 it does n o t matter (-/

4. go you e n j o y i t most i n t h e company of y o u r o p p o s i t e

s e x f r i e n d d s)

Y e s 1-1 N O I-/ i t d o e s n o t m a t t e r /--7

5. S t a t e t h e r e a s o n fo r y o u r a n s w e r

6. , Have you s e e n any a d v e r t i s e m e n t on a l c o h o l i c b e v e r a g e s

such a s beer, w i n e and h o t d r i n k ?

7 , Have you o b s e r v e d t h e u s e of s e x u a l romance, d r e s s e s ,

d a n c e s and o t h e r ser a p p e a l s i n such a d v e r t i s e m e n t ?

Y e s /-7 N o (-1 I d o n c t know 1-1

8. Have you e v e r p e r c e i v e d s u c h messages a s s t i m u l a t i n g . y o u r d e s i r e for t h e o p p o s i t e sex.

Y e s m NO rn N e u t r a l /-/ 9. I f y e s i n NOSO 6 and 8 w r i t e o u t i n t h e o r d e r of

i m p o r t a n c e w h e t h e r ~ a d i o , TV , Newspaper, Magaz ine and

o t h e r s ,

30. ~ o e s s u c h a d v e r t i s e m e n t p e r s u a d e y o u t o t a k e a l c o h o l i c

b e v e r a g e s ?

H a v e n o t t a k i n g n o t i c e of

13. D o you t h i n k t h a t s e x a p p e a l i n a l c o h o l i c a d v e r t i s i n g

c a n somewha t b e a s s o c i a t e d w i t h y o u r s e x u a l b e h a v i o u r ?

s t r o n g l y a g r e e d a g r e e d n e u t r a l /--7

isa agreed s t r o n g l y d i s a g r e e d [-

12. S.tate y o u r r e a s o n s f o r y o u r a n s w e r ?

3 DO y o u a p p r e c i a t e s ex a p p e a l i n t h e a d v e r t i s i n g of

a l c o h o l i c b e v e r a g e s .

L i k e i t 1-1 isl like i t - N e u t r a l

S t r o n g l y l i k e d i t &Z_q s t r o n g l y d i s l i k e d it.

14. s t a t e y o u r r e a s o n s .

University of Nigeria Sunny... · · 2015-08-29supposes that advertising has the charm to...

Documents

Lure Spring Look Book

Fishing lure presentation

Space. Inch v?m JB, 2 Inches, One SOct JULYas" alfl.??. advertiser. the advertiser. advertiser

Cleverly compact inkjet printer - GfK Etilize

Cleverly compact inkjet printer - Brother

basins, baths, pans, showers & vanities · lure baths baths lure rectangle freestanding bath 1750 1630 60 65 395 Ø 50 65 0 78 490 650 lure oval freestanding bath white lure oval

Lure of Islands

Fishing Lure Suggestion app

Being Cleverly Lazy

Lure collection #140-#184

The Lure - mdwfp.com

HIME LURE CATALOQUE 2012

AKC Lure Coursing

Cleverly devised tales

Cleverly compact inkjet printers

Pgs26 35 Lure Molds

THE LURE OF IMPERIALISM

Cleverly Learning about Adverbs

Legend of the Lure

Edito - Lure