A Study on Generation Z's Perception on Sexually Provocative Advertisements and the Impact on Brand Image in Luxury Brands

Toh, Zhen Sien (2023) A Study on Generation Z's Perception on Sexually Provocative Advertisements and the Impact on Brand Image in Luxury Brands. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Sexual messages in advertising are growing more prevalent every day, and it is understood that using them can have a powerful impact on how the audience perceives it. High degrees of sexual appeal might be interpreted by consumers as immoral or insulting, thus it is crucial to carefully assess how the appeal is handled. It has been proven by previous researchers that age and culture have an impact on how people feel about advertising. Since there is a growing amount of Generation Z consumers rising in the luxury brand market, this study is significant for marketers to find out the new consumer behaviour and how the sexually provocative appeal should adapt based on the new target demographic group. The focus of this study is laid upon the following several factors when it comes to sexual appeal in luxury brand advertising: level of acceptance, beliefs and culture and luxury brand image. Utilising online survey questions, the researcher used a quantitative approach for this study. The information is gathered from 100 Generation Z respondents who responded to a Google Form online survey. It was found that based on the digital evolution it has heavily influenced the level of acceptance, consumer’s attitude and how they perceive the luxury brand which has significant changes compared to the older generation consumer. This study's findings may be useful to luxury brand marketers and advertisers since they show that, as long as the target market is made up primarily of younger consumers, they do not need to adjust their advertisement to each geographic market to the same degree as previously thought.