A New Viewpoint on Nudes in Advertising and Brand Recall

Despite research findings' that scantily-clad or even nude models in advertisements do not improve brand recall of the products advertised, marketers continue to employ nudity in their advertising. In recent years males as well as females have been used as models. Since current research reflects only the effectiveness of female nudity for brand recall among male audiences, this study was conducted to see what happens when those roles are reversed. Findings did not replicate those of previous studies which indicated a reverse correlation between increased nudity and brand recall. Both male and female audiences demonstrated increased brand recall as the model's nudity was increased.