Attitudes toward advertisements of sex toys : comparison between age groups, gender and owning a sex toy

Sex toy advertisements are growing rapidly, however, there has been little research on the topic. Previous studies showed that women tend to have more favourable attitudes towards sex toy usage. Studies on advertisements have shown that women tend to get more offended by advertisements in general. With an increase in advertising platforms, the sex toy market had more opportunities to advertise and grow. Previous studies have shown that manners of advertisements are critical in offensive advertisements, that is people are more likely to get offended by how the advertisements are displayed rather than the product. The results indicate there was no gender difference in attitudes toward sex toy advertisements. Results also showed a significant difference between age groups 18-33 year olds and 50 years and older in attitudes towards sex toy advertisements. Results showed that those who own a sex toy had significantly more positive attitudes toward sex toy advertisements than those who do not own sex toys. To conclude, current study indicates that attitudes towards sex toy advertisements are becoming more positive, although, the topic remains under researched. Keywords: Sex toys, advertisements, controversial advertisements, platforms

Authors dc:creator

• Birta Líf Haraldsdóttir 2001-
• Kristín Helga Ómarsdóttir 2001-

Contributors dc:contributor

• Háskólinn í Reykjavík

• Sálfræði
• Kynlíf
• Auglýsingar
• Hjálpartæki
• Psychology
• Sex toys
• Advertising

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/1946/44901

OAI identifier oai:identifier

oai:skemman.is:1946/44901