Sexual Advertising Appeal

This study investigated the influence of sexual advertising appeal in Jenny’s Glow Skincare advertisements on the purchasing behaviour of female students at the University of Benin. The research was motivated by the increasing use of sexual appeal in cosmetic advertising and the debate surrounding its impact on young audiences. The study focused on three objectives: to examine the level of exposure of female students to Jenny’s Glow advertisements, to assess how sexual advertising appeal affects their purchasing behaviour, and to evaluate the influence of such appeals on their perception of the brand and related beauty ideals. The survey research method was used in this study and 396 female undergraduate respondents whose data were collected were selected through online questionnaire and selected in stratified random sampling. Data collected were presented and analysed using tables and simple percentages. The results of this showed that majority of the respondents were heavily exposed to Jenny’s Glow advertisements, and mostly through digital media channels. A large number of respondents stated that other elements like product quality and peer recommendations strongly influenced their actual purchasing decisions. Despite the fact that sexual appeal in the advertisements was successful at drawing attention the study disc that the use of sexual appeal influenced how young women perceived brands and helped to shape their standards of beauty.