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This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance.

The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women.

These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.

The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands.

To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was used with 25 brand personalities: conscientiousness/responsibility, extraversion/activity, emotional stability/emotionality, agreeableness/aggressiveness, and openness/simplicity. The final survey was then made available on Amazon Turk for two weeks. Each participant assessed one photograph at a level of sexuality given the gender they identified with the most.

There were 1,266 participants including 701 females and 565 females. Statistical analysis of the responses revealed that the degree of sexuality in the advertisements impacted brand perceptions. Among both genders, the greater degree of sexuality in the advertisement, the more the brand was considered less conscientious and responsible. The results also suggested that men and women view levels of sexuality differently. They varied most in the area of openness and simplicity, with men viewing advertisements of male models that had greater sexuality as simple. Men felt less sexuality was more emotional and romantic, while women viewed mid-level degree of sexuality in this manner.

Limited research has examined how level of sexuality influences perceived brand personality. The results contribute to theories pertaining to motivations to identify with a luxury fashion brand and provide strategies for luxury fashion brands to enhance their intended brand image.

The purpose of this study is to identify images used in advertising directed toward young adults, investigate what young adults thought of these images, and explore how young adults used these images.

A content analysis of 674 apparel and cosmetic advertisements located in four fashion magazines (Elle Girl, Seventeen, YM, and TeenVogue) resulted in eight categories. Participants (n=32) viewed advertisements representative of the categories and answered questions related to their thoughts about the model depicted in the advertisement and their use of the images.

Participants' used the models as a point of comparison. Participants primarily commented on their own weight relative to the thin models and expressed a need to lose weight to appear like them. With two categories of advertisements depicting average weight models participants noted that the model appeared realistic. However, they did not draw comparisons between themselves and these models.

Young adults do make comparisons between themselves and models used in fashion advertising. These comparisons were primarily downward. Use of average‐sized models may not be a solution to negative impacts on body image, as these participants did not make use of the average‐sized models as a point of comparison.

Young women do compare themselves with models used in advertising. They recognize average weight women in advertising but do not make the same types of comparisons with these models, suggesting that the use of average weight models may be a solution to advertising's impact on developing negative body images in young adults.