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最新调查:性感广告无法吸引女性
[ 2006-09-13 09:00 ]

A sexy ad.
              

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 also illuminate a 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)

一项研究表明,杂志上的性感美女广告可能吸引不了女性读者的目光。广告的成功与否取决于广告是否能吸引顾客。但是,如果说在《诱惑》和《魅力》这样的女性杂志上做广告,消费者又有哪些期待呢?

为了找到答案,佛罗里达大学的一组研究人员对100多名女大学生在看到漂亮女性照片时的情绪反应进行了测评。

调查对象在看完每张照片后,都要指出一个可以代表她们情绪的人体模型。

比如,一组人体模型代表从“不感兴趣”至“兴奋”的各种唤起反应,研究报告主要撰写人罗宾·古德曼说,越是挑逗的女模特,越让女性厌烦和不感兴趣。

这些研究结果似乎跟充斥于女性杂志中的各种性感广告相矛盾。研究报告的撰写者之一乔恩·莫里斯说:“他们可能忽视了这一点。”

他说,这个研究结果也让我们看到做女性杂志市场营销的男业务员对女性消费者还不够了解。

在一个初步测试中,研究人员要求调查对象给六种美女类型的模特照片打分,这其中有性感尤物,也有古典美女。古德曼说:“这些美女类型是由杂志的时尚版编辑定的。”

但是调查对象并没有将这些模特分成六种类型,她们主要评出了两种美丽类型。古德曼说:“在对这些数据进行分析后,我们发现女性消费者只评出了两种类型:健康型和性感性。”

她说,比如,凯蒂·赫尔莫斯属于健康型美女,而为“维多利亚秘密”做广告的模特们都属于性感型美女。


(英语点津姗姗编辑)

 

Vocabulary:


illuminate : to provide intellectual or spiritual enlightenment and understanding(启发;使人理解)

 

 

 

 
 

 

 

 
 
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