As soon as the mag girl begs ‘come hither,’ the (feminine) audience yawns

GAINESVILLE, Fla. — For female mag visitors, intercourse does not sell so much since it — bores.

Therefore conclude three University of Florida advertising teachers in a study that is new gauged young women’s psychological responses to advertisements featuring stunning ladies from Vogue, Allure along with other women’s magazines.

The hotter the model’s attire or appearance, the greater amount of it left the ladies, well, cold, state UF’s Robyn Goodman, Jon Morris and John Sutherland. Exactly exactly What the 100-plus college-age ladies surveyed when you look at the research discovered a lot more appealing than provocative intercourse kittens had been natural, pretty-in-an-everyday-way kinds, an appearance the scientists describe as nutritious.

“ just what we found could be the method in which the industry therefore the method in which individuals are taking a look at beauty are many different,” said Goodman.

The study – which won the paper that is top when you look at the marketing unit at last month’s Association for Education in Journalism and Mass Communication meeting in san francisco bay area — is partly of great interest as it clashes with all the sex-drenched conventions of glossy mag marketing.

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