Metaphor Meeting Sex Meeting Guilt: Instances of Metaphor in Sex Appeal Ads and their Impact on High and Low Sex Guilt Consumers’ Reactions

Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still eludes. Two studies shed light on this matter. Per findings, only more sophisticated metaphorical sex ads cognitively and attitudinally outperform plain sex ads. Moreover, a person’s SG is influential. In general, high SG individuals score significantly worse in terms of elaboration, counterarguing and attitude toward the advertised organization compared to low SG persons. finally, cognitive response variations appear between same SG level consumers depending on exposure to a non/metaphorical sex ad.