As consumers, we are bombarded daily with companies advertising their products and services. A growing concern is the unethical use of partially-clothed or nude models and their effects on consumers who often are not even actively searching for information about these products or services. No matter the ethical implications many companies choose this method of promoting their products to the general population. Much research has been done to study the effects that these risquÃ© images have on consumers' self-image and feelings, most commonly though, on females. This research focuses on males as consumers and their attitudes towards advertisements and how it compares to the female consumer. Only when we understand the attitudes toward advertisements can we effectively inform our customer of products and services. The purpose of this thesis is to explore males and how their self-image and exposure to images in advertising can affect their attitude towards the advertisement. Through the analysis of consumer surveys completed by both males and females, this thesis evaluates how males feel towards authentic advertisements and compare that to their female counterpart. Evidence shows that a consumer's attitude towards an advertisement has an impact on their attitude towards the brand. By discovering how males' attitudes towards advertisements are formed and comparing that to females' attitudes towards advertisements, this thesis aims to make an impact in the marketing discipline to improve advertiser's knowledge and ability to create advertisements that serve a purpose and are considered appealing by consumers- leading them to purchase.
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Bachelor of Science in Business Administration (B.S.B.A.)
College of Business Administration
Business Administration -- Dissertations, Academic; Dissertations, Academic -- Business Administration
Length of Campus-only Access
Honors in the Major Thesis
Carrel, Ashley N., "Evaluation of advertisements the role of males' self-image and its effect on attitude toward advertisements" (2011). HIM 1990-2015. 1112.