An ERP Research On Cognitive Process And Emotional Arousing Of Audiences When They Are Watching Plane Sex Appeal Advertisements

The sex appeal advertisements is controversial since it came to domestic from Europeand the United States. On one hand, the advertising designer use it a lot because it cancatch audience’s eyes. In another hand, the public opinion on it is mixed. The purpose ofsex appeal advertisements is beauty and art, so it’s scale is important.In recent years, there are many research on sex appeal advertisements. Someone oneconsider that it can catch audience’s eyes quickly. But someone says that the sexy modelscan move audience’s attention from the products and brands. Someone else prove that theexplicit memory on sex appeal advertisements is affected. But the implicit memory on sexappeal advertisements is better than unsex appeal advertisementsThis research is referred to sex appeal advertisements, sexual elements, model genderand audience gender, and discuss the brainwave states resulting from these factors in anadvertisement through ERP study. The following results were obtained:(1)The sex appeal advertisement draws more attention than non-sex appealadvertisement.(2) The audiences inject more resources when watching sex appeal advertisement thanwatching non-sex appeal advertisement within0.5s-1s from seeing the advertisement, butnot within1s-2s.(3) The advertisement which includes female model is easier to draw attention thanthe one including male model.(4) The audiences inject more resources when watching advertisement includingfemale model than watching the one including male model within0.5s-1s from seeing theadvertisement, but not within1s-2s.(5) The sex appeal advertisement is easier to arouse emotion than non-sex appeal advertisement.(6) The advertisement which includes female model is easier to arouse emotion thanthe one including male model.