Ads that contain sexual attraction: Migrant women's TV viewers attitude assessment

One of the most important elements of today's technology society is undoubtedly advertising. Consumers are exposed to ads hundreds of times a day, and which ads will be better perceived and remembered will directly affect the success of that ad. Just as advertisers are competing to sell their own products, the ads also compete within themselves to be more effective. Sexuality is a technique frequently used to increase advertising effectiveness. The most commonly used form of this technique is the display of the female body as a sexual attraction. Human being is by nature a sexual orientation, but social rules lead to the suppression of sexuality. Although it is tried to be suppressed, sexuality is always remarkable. The advertisers who are aware of this use sexuality in their advertisements. The display of the female body as an element of sexual attractiveness is still frequently used, although many controversies have been caused. This shows that even though the opposite views, sexuality increases the effectiveness of advertising. In this study, the attitudes of Syrian migrant female television viewers living in Gaziantep in our country towards sexual content advertisements, the brands presented in these advertisements and the people in the advertisements were examined. As a result of the study, in parallel with other studies presented in the literature, it was determined that women migrant have negative attitudes towards sexual content advertisements, but their attitudes towards the presented brand are generally neutral (neutral). It has been found that the attitudes of the participants who did not include sexual attraction attracted more positive attitudes than those who watched advertisements containing sexual attraction. It is thought that the study will guide the researchers, because it is original in the context of the relevant literature and in terms of the sample universe. Key words: Commercial, consumer behavior, sexual appeal, migrant, women migrant TV-watchers