Appeals, Sexual Images, Visual Metaphors and Themes: Differences in Condom Print Ads across Four Continents

Jo-Yun Li 1 *, Lulu Rodriguez 2

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Abstract

This study examined condom print advertisements published in four continents (Europe, Asia, North America and South America) to determine differences in emotional appeals used, the presence of sexually-charged images, the visual metaphors applied, and the themes stressed. The results obtained from a content analysis show the dominance of humor appeal and the downplaying of nakedness and sexual scenes to promote condom use. The European advertisements made greater use of sexual images. Only a few ads, mostly from Asia, used metaphors. In Europe, Asia, and North America, the enhancement of sexual pleasure was the dominant frame. In South America, the major theme focused on preventing pregnancy.

Keywords

condom print ads; cultural differences in print advertising; sexual images in condom ads; visual metaphors in condom ads; condom ad themes

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

https://doi.org/10.29333/ojcmt/2515

Online Journal of Communication and Media Technologies, Volume 5, Issue 3, pp. 37-66

Published Online: 15 Jul 2015

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Article Downloads: 788

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