Efectos de los comerciales con contenido erótico-sexual sobre el recuerdo, actitudes y actividad fisiológica, en relación con el grado de liberalidad
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jul 6, 2018
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Resumen
El presente estudio pretendió establecer el efecto de comerciales con contenidos de naturaleza erótico-sexual sobre el recuerdo y las actitudes hacia el anuncio y la marca publicitada. Se analizó la activación fisiológica y se buscaron relaciones con el grado de liberalidad-conservadurismo de cada participante. Para ello, se desarrolló un estudio cuasiexperimental con dos grupos, uno conformado por 29 hombres y el otro por 29 mujeres. Se diseñó un programa de televisión que consistía en un documental sobre la naturaleza en donde se insertaron tres tipos de comerciales: A1 (alto contenido erótico-sexual), A2 (bajo contenido erótico-sexual) y A3 (sin contenido erótico-sexual). Los comerciales fueron clasificados de acuerdo con las categorías empleadas por la NICAM y por la ISFP. Se combinaron los órdenes de aparición de estos comerciales y se eligió el orden que recibió cada participante de manera aleatoria. Posteriormente, fueron conectados a un polígrafo que registró su actividad fisiológica frente al programa que observaban. Una vez terminado el procedimiento, se aplicó un cuestionario para medir el recuerdo y actitudes frente al comercial y a la marca. Los resultados muestran que no existen diferencias significativas entre hombres y mujeres en la activación fisiológica frente a los comerciales con alto grado de erotismo y que el contenido erótico-sexual aportó significativamente a la recordación de la marca. De la misma manera, no se observaron efectos diferenciales de los contenidos eróticos en relación con el grado de liberalidad de los participantes.
Keywords
erotic advertising, consumer attitudes, brand recall, physiological arousalpublicidad erótica, actitudes del consumidor, recuerdo de marca, activación fisiológica
References
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Boutsikaki, K., & Balabanis, G. (2017). A new typology on sex appeal advertisements. En C. L. Campbell (Ed.), The customer is not always right? Marketing orientations in a dynamic business world. Developments in Marketing Science. Proceedings of the Academy of Marketing Science (pp. 219-223). Nueva York: Springer. https://doi.org/10.1007/978-3-319-50008-9_60
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Dianoux, C., & Linhart, Z. (2010). The effectiveness of female nudity in advertising in three European countries. International Marketing Review, 27(5), 562-578. https://doi.org/10.1108/02651331011076590
Espín López, J., Marín García, M. & Rodríguez Lajo, M. (2004). Análisis del sexismo en la publicidad. Revista de Investigación Educativa, 22(1), 203-231.
Etchezahar, E., Prado-Gascó, V., Jaume, L., & Brussino, S. (2014). Validación argentina de la Escala de Orientación a la Dominancia Social. Revista Latinoamericana de Psicología, 46(1), 35-43. https://doi.org/10.1016/S0120-0534(14)70004-4
Ford, J. B., Honeycutt, E. D., Jr., LaTour, M. S., Voli, P. K., Joseph, M., & Job, J. (2015). A Comparison of American and New Zealand consumer perceptions of sex role portrayals in advertising. En M. Levy & D. Grewal (Eds.), Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference (pp. 154-158). Nueva York: Springer.
Gangadharbatla, H., Bradley, S., & Wise, W. (2013). Psychophysiological responses to background brand placements in video games. Journal of Advertising, 42(2-3), 251-263. https://doi.org/10.1080/00913367.2013.775800
Geuens, M., & De Pelsmacker, P. (1998). Feelings evoked by warm, erotic, humorous or non-emotional print advertisements for alcoholic beverages. Academy of Marketing Science Review, 19(1), 1-31. Recuperado de http://www.amsreview.org/articles/geuens01-1998.pdf
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Halliwell, E. (2013). The impact of thin idealized media images on body satisfaction: Does body appreciation protect women from negative effects? Body Image, 10(4), 509-514. https://doi.org/10.1016/j.bodyim.2013.07.004
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Kim, S., Kim, D., & Bolls, P. (2014). Tourist mental-imagery processing: Attention and arousal. Annals of Tourism Research, 45, 63-76. https://doi.org/10.1016/j.annals.2013.12.005
LaTour, M. S., & Henthorne, T. L. (1993). Female nudity: Attitudes towards the ad and the brand, and implications for advertising strategy. Journal of Consumer Marketing, 10(3), 25-32. https://doi.org/10.1108/07363769310041956
Lombardot, E. (2007). Nudity in advertising: What influence on attention-getting and brand recall? Recherche et Applications en Marketing [English Edition], 22(4), 23-41. https://doi.org/10.1177/205157070702200401
Mitchell, A., & Olson, J. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude. Journal of Marketing Research, 18(3), 318-332. https://doi.org/10.2307/3150973
Nelson, M. R., & Paek, H. J. (2005). Cross-cultural differences in sexual advertising content in a transnational women's magazine. Sex Roles, 53(5-6), 371-383. https://doi.org/10.1007/s11199-005-6760-5
Nelson, M. R., & Paek, H. J. (2008). Nudity of female and male models in primetime TV advertising across seven countries. International Journal of Advertising, 27(5), 715-744. https://doi.org/10.2501/S0265048708080281
Pham, T., Geuens, M., & De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials. International Journal of Research in Marketing, 30(4), 383-394. https:// doi.org/10.1016/j.ijresmar.2013.04.004
Plassmann, H., Zoëga Ramsøy, T., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22, 18-36. https://doi.org/10.1016/j.jcps.2011.11.010
Pope, N. K. L., Voges, K. E., & Brown, M. R. (2004). The effect of provocation in the form of mild erotica on attitude to the ad and corporate image: Differences between cause-related and product-based advertising. Journal of Advertising, 33(1), 69-82. https://doi.org/10.1080/00913367.2004.10639154
Raval, M. B. (2015). Discrimination of women in Indian advertisement in the age of neo-liberal economy. Paripex: Indian Journal of Research, 4(12), 225–227.
Rosewarne, L. (2007). Pin-ups in public space: Sexist outdoor advertising as sexual harassment. Women's Studies International Forum, 30(4), 313-325. https://doi.org/10.1016/j.wsif.2007.05.003
Sengupta, J., & Dhal, D. W. (2008). Gender-related reactions to gratuitous sex appeals in advertising. Journal of Consumer Psychology, 18(1), 62-78. https://doi.org/10.1016/j.jcps.2007.10.010
Tiggemann, M., & McGill, B. (2004). The role of social comparison in the effect of magazine advertisements on women's mood and body dissatisfaction [Número especial]. Journal of Social & Clinical Psychology, 23(1), 23-44. https://doi.org/10.1521/jscp.23.1.23.26991
Tuzla, H. (2012). Does Sex in Print-Ads Affect Perceived Product Specifications in Conservative Societies?: the Case of Turkey. Procedia- Social and Behavioral Sciences, 62(24), 1133-1137. https://doi.org/10.1016/j.sbspro.2012.09.194
Waller, D., Fam, K., & Erdogan, Z. (2005). Advertising of controversial products: A cross‐cultural study. Journal of Consumer Marketing, 22(1), 6-13. https:// doi.org/10.1108/07363760510576509
Wolin, L. D. (2003). Gender issues in advertising: An oversight synthesis of research: 1970-2002. Journal of Advertising Research, 43(1), 111-130. https:// doi.org/10.2501/JAR-43-1-111-130
Zimmerman, A. & Dahlberg, J. (2008). The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective. Journal of Advertising Research, 48(1), 71-79. https://doi.org/10.2501/S0021849908080094
Berganza, R., García Ortega, C., & Grandío Pérez, M. D. M. (2014). Women and advertising: Evolution of stereotypes in Spanish mass media. Proyecto “Observatory of Advertising in Navarra”. Navarra, ES: Universidad de Navarra, Instituto Navarro de la Mujer.
Bigné Alcañiz, J. E., & Sánchez García, J. (2001). Antecedentes y efectos de la actitud hacia el anuncio. Propuesta de un modelo de variables latentes. Investigaciones Europeas de Dirección y Economía de la Empresa, 7(2), 41-62. Recuperado de https://dialnet.unirioja.es/servlet/articulo?codigo=187794
Bolls, P. D., Lang, A., & Potter, R. F. (2001). The effects of message valence and listener arousal on attention, memory, and facial muscular responses to radio advertisements. Communication Research, 28(5), 627-651. https://doi.org/ 10.1177/009365001028005003
Boutsikaki, K., & Balabanis, G. (2017). A new typology on sex appeal advertisements. En C. L. Campbell (Ed.), The customer is not always right? Marketing orientations in a dynamic business world. Developments in Marketing Science. Proceedings of the Academy of Marketing Science (pp. 219-223). Nueva York: Springer. https://doi.org/10.1007/978-3-319-50008-9_60
Ceulemans, M., & Fauconnier, G. (1980). Imagen, papel y condición de la mujer en los medios de comunicación social: compilación y análisis de los documentos de investigación. París: Unesco.
Dahl, D. W., Sengupta, J., & Vohs, K. D. (2009). Sex in advertising: Gender differences and the role of relationship commitment. Journal of Consumer Research, 36(2), 215-231. https://doi.org/10.1086/597158
Dianoux, C., & Linhart, Z. (2010). The effectiveness of female nudity in advertising in three European countries. International Marketing Review, 27(5), 562-578. https://doi.org/10.1108/02651331011076590
Espín López, J., Marín García, M. & Rodríguez Lajo, M. (2004). Análisis del sexismo en la publicidad. Revista de Investigación Educativa, 22(1), 203-231.
Etchezahar, E., Prado-Gascó, V., Jaume, L., & Brussino, S. (2014). Validación argentina de la Escala de Orientación a la Dominancia Social. Revista Latinoamericana de Psicología, 46(1), 35-43. https://doi.org/10.1016/S0120-0534(14)70004-4
Ford, J. B., Honeycutt, E. D., Jr., LaTour, M. S., Voli, P. K., Joseph, M., & Job, J. (2015). A Comparison of American and New Zealand consumer perceptions of sex role portrayals in advertising. En M. Levy & D. Grewal (Eds.), Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference (pp. 154-158). Nueva York: Springer.
Gangadharbatla, H., Bradley, S., & Wise, W. (2013). Psychophysiological responses to background brand placements in video games. Journal of Advertising, 42(2-3), 251-263. https://doi.org/10.1080/00913367.2013.775800
Geuens, M., & De Pelsmacker, P. (1998). Feelings evoked by warm, erotic, humorous or non-emotional print advertisements for alcoholic beverages. Academy of Marketing Science Review, 19(1), 1-31. Recuperado de http://www.amsreview.org/articles/geuens01-1998.pdf
Geuens, M., & De Pelsmacker, P. (1999). Affect intensity revisited: Individual differences and the communication effects of different types of emotional stimuli. Psychology & Marketing, 16(3), 195-209. https://doi.org/10.1002/(SICI)1520-6793(199905)16:3<195::AID-MAR1>3.0.CO;2-Z
Geuens, M., De Pelsmacker, P., & Faseur, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64(4), 418-426. https://doi.org/10.1016/j.jbusres.2010.03.001
Gorn, G., Tuan, M., & Yatming, L. (2001). When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa). Journal of Consumer Psychology, 11(1), 44-55. https://doi.org/10.1207/S15327663JCP1101_4
Halliwell, E. (2013). The impact of thin idealized media images on body satisfaction: Does body appreciation protect women from negative effects? Body Image, 10(4), 509-514. https://doi.org/10.1016/j.bodyim.2013.07.004
Hassan, R. & Noor, S. (2016). Portrayal of Women in National and International Advertisements in Pakistani Magazines: Why Need to Rethink. Journal of Marketing, 27, 81-91. Recuperado de http://iiste.org/Journals/index.php/JMCR/article/view/33121/34020
Kim, S., Kim, D., & Bolls, P. (2014). Tourist mental-imagery processing: Attention and arousal. Annals of Tourism Research, 45, 63-76. https://doi.org/10.1016/j.annals.2013.12.005
LaTour, M. S., & Henthorne, T. L. (1993). Female nudity: Attitudes towards the ad and the brand, and implications for advertising strategy. Journal of Consumer Marketing, 10(3), 25-32. https://doi.org/10.1108/07363769310041956
Lombardot, E. (2007). Nudity in advertising: What influence on attention-getting and brand recall? Recherche et Applications en Marketing [English Edition], 22(4), 23-41. https://doi.org/10.1177/205157070702200401
Mitchell, A., & Olson, J. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude. Journal of Marketing Research, 18(3), 318-332. https://doi.org/10.2307/3150973
Nelson, M. R., & Paek, H. J. (2005). Cross-cultural differences in sexual advertising content in a transnational women's magazine. Sex Roles, 53(5-6), 371-383. https://doi.org/10.1007/s11199-005-6760-5
Nelson, M. R., & Paek, H. J. (2008). Nudity of female and male models in primetime TV advertising across seven countries. International Journal of Advertising, 27(5), 715-744. https://doi.org/10.2501/S0265048708080281
Pham, T., Geuens, M., & De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials. International Journal of Research in Marketing, 30(4), 383-394. https:// doi.org/10.1016/j.ijresmar.2013.04.004
Plassmann, H., Zoëga Ramsøy, T., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22, 18-36. https://doi.org/10.1016/j.jcps.2011.11.010
Pope, N. K. L., Voges, K. E., & Brown, M. R. (2004). The effect of provocation in the form of mild erotica on attitude to the ad and corporate image: Differences between cause-related and product-based advertising. Journal of Advertising, 33(1), 69-82. https://doi.org/10.1080/00913367.2004.10639154
Raval, M. B. (2015). Discrimination of women in Indian advertisement in the age of neo-liberal economy. Paripex: Indian Journal of Research, 4(12), 225–227.
Rosewarne, L. (2007). Pin-ups in public space: Sexist outdoor advertising as sexual harassment. Women's Studies International Forum, 30(4), 313-325. https://doi.org/10.1016/j.wsif.2007.05.003
Sengupta, J., & Dhal, D. W. (2008). Gender-related reactions to gratuitous sex appeals in advertising. Journal of Consumer Psychology, 18(1), 62-78. https://doi.org/10.1016/j.jcps.2007.10.010
Tiggemann, M., & McGill, B. (2004). The role of social comparison in the effect of magazine advertisements on women's mood and body dissatisfaction [Número especial]. Journal of Social & Clinical Psychology, 23(1), 23-44. https://doi.org/10.1521/jscp.23.1.23.26991
Tuzla, H. (2012). Does Sex in Print-Ads Affect Perceived Product Specifications in Conservative Societies?: the Case of Turkey. Procedia- Social and Behavioral Sciences, 62(24), 1133-1137. https://doi.org/10.1016/j.sbspro.2012.09.194
Waller, D., Fam, K., & Erdogan, Z. (2005). Advertising of controversial products: A cross‐cultural study. Journal of Consumer Marketing, 22(1), 6-13. https:// doi.org/10.1108/07363760510576509
Wolin, L. D. (2003). Gender issues in advertising: An oversight synthesis of research: 1970-2002. Journal of Advertising Research, 43(1), 111-130. https:// doi.org/10.2501/JAR-43-1-111-130
Zimmerman, A. & Dahlberg, J. (2008). The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective. Journal of Advertising Research, 48(1), 71-79. https://doi.org/10.2501/S0021849908080094
Cómo citar
Sandoval-Escobar, M., Ávila-Campos, J., & Barreto, P. (2018). Efectos de los comerciales con contenido erótico-sexual sobre el recuerdo, actitudes y actividad fisiológica, en relación con el grado de liberalidad. Universitas Psychologica, 17(3), 1–11. https://doi.org/10.11144/Javeriana.upsy17-3.ecce
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