Kozlova O. Gender factors of sexual advertisement perception

The dissertation is devoted to the problem of gender factors' influence on sexual advertisement perception. It has been found that structure of sexual advertisement perception by men and women consists of general and gender specific components. Sexuality and masculinity of ad images are more important for men, aesthetic originality is more important for women. Men are more tolerant to ads with vulgar aggression, women's sexual ad perception closer relates to power and masculinity. Results show that men's positive sexual ad perception is determined by masculinity, male roles acceptance, sexual desire and sexual satisfaction, while its perception by women is caused by femininity, gender specific roles acceptance and sexual desire.