The Perceived Image of Nudity in Digital Advertisements

Abstract

The perception of nudity in ads is a very wide and critical topic and it has been commonly used in advertising campaigns in different countries. Many factors in fl uence the perception of customers in advertisements such as gender, education level, culture and race. The purpose of this study is to determine how taboo related to sex and nudity is perceived in ads and how it effects the brand itself. Data was collected via an online questionnaire and was distributed to Lebanese women of different age groups, educational levels, religions, af fi liations and occupations. The results showed that nudity level affects consumers ’ attention and interpretation of digital advertisements. Furthermore, the study concluded that the presence of nudity in ads has an effect over the purchasing intention.