Multiple Perspectives

890 Words2 Pages

MULTIPLE PERSPECTIVES
Sexuality is a fundamental characteristic of people that influences their thoughts and behaviors, their orientations toward others, and life in general.
Freud may have overstated his claim that everything people do can be linked to sexual motivations, but his ideas have had profound impact in the development of theories and research models about sex and consumption patterns/ influencing studies about what people drive, what they wear, and what fragrances they use. Scholars from different research traditions vary in terms of the levels of meaning they analyze and the concerns they address with regard to sex in advertising. For example, marketers are primarily concerned with micro-level effects; they want to know how sexual …show more content…

In addition, because sex is wrapped up in issues of power, sexuality/ gender, and culture, it is important to talk about these appeals from multiple perspectives. Assessing the marketing perspective, for example, would only provide a very narrow outlook with regard to sex in advertising. Combining perspectives allows for diversity of perspectives to be represented in one area. As a result, anyone, no matter what her or his methodological predilection or specialty, may find familiar and useful views represented. More important/ readers are likely to be exposed to new ideas from other viewpoints that can stimulate robust research questions in their own areas of expertise.
A benefit of this book is that it does not focus on only quantitative or qualitative research, but presents both research approaches. It includes chapters across disciplines from scholars who explore erotic appeals through a range of methods including empiricism, theory, interpretive analysis, and some of what lies among these perspectives. The more quantitative perspectives include studies of audience effects and individual difference variables, integrative reviews of past research, and new studies that build on past research using theory not yet applied to understanding the

Open Document