Consumer Attitudes Toward Nudity in Advertising

Many societal changes have occurred since earlier studies on sex in advertising. This study investigated attitudes oftoday’s young consumers, 386 junior and senior marketing students, toward the use of nudity in advertising suntan lotion. Four test ads were developed featuring the product only, a model wearing a one-piece swimsuit, a topless model, and a nude model.Although some perceptions were negative, nudity resulted in a more attention-getting, interesting, appealing ad, and a more distinctive brand. The nude model was generally more favorably rated than the topless model. Those firms willing to risk the adverse effects of nudity in their advertising, should consider “going all the way” with nude models rather than merely “adding a little spice” with topless models.