The Effectiveness of Sex-appeal Advertising vs. Cause-related Advertising

The purpose of this paper is to compare and measure the effectiveness of two common advertising strategies, cause-related advertising and the use of sex appeal, with respect to upper-middle and upper-class university students in Bangkok, Thailand. Convenience sampling was used. Questionnaires were given to students at a prestigious private university which exposed photographic advertising representing the two different types of advertising, after which the students were asked questions to measure their consumer response to the advertising. Amid the hype surrounding the use of sex on advertising, the findings of this study indicate that there is no significant difference between sex appeal advertising and cause-related advertising in the students’ intent to visit, purchase from, and/or tell friends about an apparel retailer