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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1 University of South Carolina, USA
2 University of Illinois at Urbana-Champaign, USA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 5, Issue 3, pp. 37-66. https://doi.org/10.29333/ojcmt/2515
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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.

CITATION

Li, J.-Y., & Rodriguez, L. (2015). Appeals, Sexual Images, Visual Metaphors and Themes: Differences in Condom Print Ads across Four Continents. Online Journal of Communication and Media Technologies, 5(3), 37-66. https://doi.org/10.29333/ojcmt/2515