Özet:

The advertising, as a part of marketing communication, has a crucial role in several functions such as informing the target audience about a product/brand, promoting the product/brand, making connotations for consumers and persuading the public. The conducted studies point out that the attitudes toward the ads directly affect attitudes towards the brand and they are also partially determinant on purchase. Favoring an advertisement or finding it unfavorable shape perceptional and cognitive factors on the formation of ad and brand attitudes. The target audience seeing the advertisement are affected by the ads they favor, they are also more eager to get information about the product or the brand, and they may even buy and try the product. When it comes to favor an advertisement, country and culture factors to which the audience belongs as well individual factors as play a highly important role. In the present study, it is aimed to determine the effects of cultural differences of the advertisements with a sex appeal and the attitudes towards the brand in that advertisement. In the study, none, mild and overt sex appeal ads and nationality as independent variables; consumers’ attitudes toward the ads (Aad) and attitudes toward the brand (Ab)   as dependent variables; Hofstede’s cultural dimensions are determined as medium variables. In research, sex appeal level has the biggest impact and country differences come as a second. It is considered that the current study can provide a resource for the global brands in the international market, and it can also contribute to the studies in the academic area.

Anahtar Kelimeler: