An Impact of Provocative and Sexual Advertisement of Body Perfumes and Deodorants on College Students (Teenagers): A Research in Nagpur City

Abstract

Sexual and provocative advertisement has been a part of marketing since the introduction of modern advertising. The use
of sex in advertisement is an increasingly popular technique to sell products, namely those that are image-based especially in
fragrance, cosmetics and fashion goods. This paper offers a definition of provocative advertisement as they are currently used in
advertising, especially in the body deodorant industry. This identifies relevant constructs useful to understand the effects of
provocative advertisement and its impact of young consumer behavior. These effects are measured through a preliminary empirical
investigation which shows that provocation may be a valid strategy to attract attention generates interest and attraction amongst
them in negative way, but may affect negatively the attitude toward the brand but this provocation generates a brand image in
Youngsters. However, it is not certain that it does affect negatively the behavior of consumers in any significant manner. More
research is therefore needed on the roles of variables such as the level of product involvement, age, and gender which appear to
moderate the effectiveness of provocation. This study will help to understand that how Provocative ads influenced behavior of
teenagers, youngsters and their lifestyle and affect their intentions of purchase of body spray and fragrance.