Mass Communication Research

Participants were given 3 perfume advertisements to analyze based on the context of the imagery. The following questions were given to participants after viewing the print advertisements.

After viewing the Balenciaga perfume advertisement, do you believe the ad was a form of sexual imagery?

Yes

No

Do you feel the Balenciaga perfume advertisement exploits women?

Yes

No

Maybe

What are your views of the Balenciaga perfume print advertisement?

the model is not wearing clothing at all

she is only wearing a scarf to cover her upper body

there is nothing wrong with this print advertisement

the print advertisement is unacceptable. the model should be wearing clothing

After viewing the Miss Dior perfume advertisement, do you believe the ad was a form of sexual imagery?

Yes

No

Do you feel the Miss Dior perfume advertisement exploits women?

Yes

No

Maybe

What are your views of the Miss Dior perfume advertisement?

The model is not wearing clothing at all

She is only wearing a scarf to cover her upper body.

There is nothing wrong with this print advertisement. it’s fashion.

The print advertisement is unacceptable. The model should be wearing clothing.

After viewing the Viktor & Rolf perfume advertisement, do you believe the ad was a form of sexual imagery?

Yes

No

Do you feel the Viktor&Rolf perfume advertisement exploits women?

Yes

No

What are your views of the Viktor& Rolf perfume advertisement?

The model is not wearing clothing at all

She is only wearing a scarf to cover her upper body.

There is nothing wrong with this print advertisement. it’s fashion.

The print advertisement is unacceptable. The model should be wearing clothing.