| dc.description.abstract | This research investigated the influence of the physical appearance of female model, the levels of nudity, and the background picture in advertisement on male consumers’ brand recall, attitude toward the ad, and purchase intention. In addition, the moderating personality variables are Sensation Seeking(SS) and Sexual Self-schema(SSS). There are two studies in this research, compromising 276 male students and residents of Chung-he District. Each respondent viewed the advertisements on the slides and answered the questionnaire after viewing the slides. The results indicate that:
1. When the level of nudity is low and high, male respondents’ attitude toward the ad with pretty model is significantly higher than the ad with ugly model. Besides, male respondents’ purchase intention to ad with pretty model is significantly higher than ad with ugly model; moreover, male respondents’ purchase intention to sexual advertising will significantly increase as the level of nudity increase.
2. For men with high schema scores, middle level of nudity can generate the highest attitude toward the ad. However, men with low schema scores who’s attitude toward the ad have no significant difference as nudity increases.
3. Under the sexy background, male respondents’ number of brand recall to ad with pretty model significantly higher than the ad with ugly model. Besides, male respondents have greater response to the ad with sexy background.
4. For men with high schema scores, when pretty model shows in ad, their attitude toward the ad with sexy background significantly higher than the ad with unsexy background; moreover, if the background picture is sexy, middle level of nudity can generate the highest attitude toward the ad. However, if the background picture is unsexy, high level of nudity can generate the highest attitude toward the ad.
5. For men with low schema scores, when ugly model shows in ad, their attitude toward the ad with sexy background significantly higher than the ad with unsexy background; moreover, if the background picture is sexy, their attitude toward middle level of nudity ad significantly higher than both low and high level of nudity ad.
6. For men with high schema scores, when pretty model shows in ad, their purchase intention to the ad with sexy background significantly higher than the ad with unsexy background, whereas for men with low schema scores, when ugly model shows in ad, their purchase intention to the ad with sexy background significantly higher than the ad with unsexy background.
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