Female nudity in print advertising: An analysis of gender differences in arousal and Ad response


  • Michael S. LaTour Ph.D.

    Corresponding author
    1. Old Dominion University
    • College of Business and Public Administration, Old Dominion University, Norfolk, VA 23508
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Previous research on the dimensionality of arousal indicates tension arousal is associated with negative feelings and energy arousal is associated with positive feelings. Women were found to generate more tension and negative feelings towards explicit female nudity in print ads than men. Men were more energized and positive in their feelings about such ads. The results have substantial strategic implications.