Perception of Northern women in Yola metropolis on the use of sex appeal in advertising

Abstract

This study examines the perception of northern women on the use of sex appeal advertisements in Yola, the basis that underlined the northern women’s perception on the use of these advertisements and also investigates whether sex appeal ads influence the decision of buyers when purchasing any product. The study adopted both qualitative and quantitative method to gather data. Survey research design and questionnaires were shared to collect data. The findings reveal that there are negative perceptions of the use of sex appeal ads in the Yola community. It also reveals that women are commonly displayed in these ads than men. Additionally, it was also discovered that sex appeal ads barely influence them into buying a product. The use of sex appeal is not accepted due to the norms and beliefs of people in this community.