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A sexy ad.
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Flashy magazine ads portraying sexy women may not catch the eyes of female readers, according to research. The advertising industry bases its success on consumers being drawn to their products. But when it comes to selling in magazines like Allure and Glamour publications with 100% female readership what do consumers want?
To find out, a team of researchers at the University of Florida gauged the emotional responses of more than 100 college-aged women to photos of attractive women.
After looking at each photo, the participants would point to a manikin that represented their emotional reaction.
For instance, one set of manikins represented arousal reactions, ranging from disinterested to excited. The more seductive the model, the more it left the women bored and uninterested, according to lead author Robyn Goodman.
The findings seem to contradict the sensual images that saturate the ads in female magazines. "It seems they missed the mark here," said Jon Morris, one of the co-authors.
He added that the results alsoilluminatea gap between the male executives who are marketing the magazines and the consumers.
In an initial survey, participants were asked to rate photos of models according to six beauty categories, including sex kitten and classic feminine. "These beauty types were determined by fashion editors at magazines," Goodman said.
But rather than distinguishing between six beauty types, the participants only saw two types. "After analysing the data, we found that female consumers only saw two types of beauty: wholesome and sexy-sensual," Goodman said.
For instance, Katie Holmes is an example of wholesome while the Victoria's Secret models are sexy-sensual, she said.
(Agencies)
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一項(xiàng)研究表明，雜志上的性感美女廣告可能吸引不了女性讀者的目光。廣告的成功與否取決于廣告是否能吸引顧客。但是，如果說(shuō)在《誘惑》和《魅力》這樣的女性雜志上做廣告，消費(fèi)者又有哪些期待呢？
為了找到答案，佛羅里達(dá)大學(xué)的一組研究人員對(duì)100多名女大學(xué)生在看到漂亮女性照片時(shí)的情緒反應(yīng)進(jìn)行了測(cè)評(píng)。
調(diào)查對(duì)象在看完每張照片后，都要指出一個(gè)可以代表她們情緒的人體模型。
比如，一組人體模型代表從“不感興趣”至“興奮”的各種喚起反應(yīng)，研究報(bào)告主要撰寫(xiě)人羅賓·古德曼說(shuō)，越是挑逗的女模特，越讓女性厭煩和不感興趣。
這些研究結(jié)果似乎跟充斥于女性雜志中的各種性感廣告相矛盾。研究報(bào)告的撰寫(xiě)者之一喬恩·莫里斯說(shuō)：“他們可能忽視了這一點(diǎn)?！?/p>
他說(shuō)，這個(gè)研究結(jié)果也讓我們看到做女性雜志市場(chǎng)營(yíng)銷(xiāo)的男業(yè)務(wù)員對(duì)女性消費(fèi)者還不夠了解。
在一個(gè)初步測(cè)試中，研究人員要求調(diào)查對(duì)象給六種美女類(lèi)型的模特照片打分，這其中有性感尤物，也有古典美女。古德曼說(shuō)：“這些美女類(lèi)型是由雜志的時(shí)尚版編輯定的?！?/p>
但是調(diào)查對(duì)象并沒(méi)有將這些模特分成六種類(lèi)型，她們主要評(píng)出了兩種美麗類(lèi)型。古德曼說(shuō)：“在對(duì)這些數(shù)據(jù)進(jìn)行分析后，我們發(fā)現(xiàn)女性消費(fèi)者只評(píng)出了兩種類(lèi)型：健康型和性感性?！?/p>
她說(shuō)，比如，凱蒂·赫爾莫斯屬于健康型美女，而為“維多利亞秘密”做廣告的模特們都屬于性感型美女。
(英語(yǔ)點(diǎn)津姍姍編輯)
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