Health Dissertation | Sexual Health Youth

"Problems with sexual health affect all sections of society including all age groups. Sexual ill health disproportionately affects vulnerable groups such as young people between the ages of 16 and 25, ethnic minority groups and those affected by poverty and social exclusion. (World Health Organization, 2004) Sexual health refers to the issues which impact on sexual function and reproduction."

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Sexual Appeals

The purpose of this dissertation is to find out the effectiveness of a tool called sexual appeals used in the advertisement on advertisement recognition, brand recall and perception. Appeals utilizing overt sexual information are common in mainstream consumer advertising. Sex appeal is pervasive in advertising and is used with increasing frequency. As advertisers seek out ways to break through clutter and draw attention to their messages, the use of sexually oriented appeals have been used as a communication technique (Saunders 1996). Researchers like (Soley and Kurzbard, 1986), believe that advertisers are increasingly using sexual appeals in order to draw attention to their products and these appeals are becoming more explicit. But it is unclear as to whether the effects of sexual appeals have a more of positive effect or negative effect. Many researchers for example, Reichert, heckler, and Jackson (2001) claim that when sexual stimulus is used in advertising, viewer’s perceptual and processing resources are directed towards the sexual information in the ad rather than towards the brand. There also exist a substantial body of research that suggest sexual appeals can lead to successful advertising for example la tour (1990).

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