The Sexualization of Media Space conference was held on November 5, 2009 in Nitra. The publication was supported by the UGA project III/8/2009 Expressive-semiotic contexts of the erotic motif in advertising from the aspect of marketing communication.

Introduction

The collection of studies, selected papers presented at the Sexualization of Media Space conference, was created as one of the outputs of the UGA III/8/2009 project: Expressive-semiotic contexts of the erotic motif in advertising from the aspect of marketing communication of the Department of Mass Media Communication and Advertising of the FF University of Konstantin Filozof in Nitra. Members of the research team: Mgr. Lucia Spálová, PhD., Mgr. Ivana Polakevičová, PhD., Mgr. Lukasz Wojciechowski, PhD. and Mgr. Peter Szabo, PhD. by organizing the conference and issuing this publication, they respond to the current problem of the abuse of sexual elements in media communication (including marketing communication), examining the issue multifactorially, from several points of view.

When watching various advertisements (in terms of form and content), it might seem that the creators of media communications are relying on a lower sensitivity and greater tolerance of recipients towards sexual motives used in marketing communication, as a result of a change in social values ​​with a preference for a consumerist way of life. We will find the answers to the question of whether this is really so, although, of course, not comprehensively and definitively, in individual posts. Their authors offer analysis and partial solutions to the problems raised, especially in the context of current social, psychological, ethical-value, but also market conditions of media communication and special advertising. When assessing the degree of effectiveness of erotic marketing communications despite the phenomenon of globalization, it is not enough to know only the general principles of marketing communication, but also the specific features of the culture to which the product is distributed, as well as the preferred values ​​of the target group. In cultures that are significantly different in specific images, traditions, myths and values, a globally distributed product cannot be communicated in the same way. A different cultural environment uses a different decoding system, so e.g. advertising with strong sexist features can be successful in one place, in another place - in another culture completely condemned, ineffective. The goal of this publication is not to find any normative solutions, but to stimulate a professional scientific discourse, the results of which applied in practice can eventually bring economic benefits.

M.Sc. Lucia Spálová, PhD. Contents

Dušan Pavlů Sexual appeals in advertising communications

Miroslav Zelinský Hierarchy of sin

Lucia Spálova, Blandína Šramová, Łukasz Wojciechowski Effectiveness of marketing communications with explicit sexual motives

Janka Satková Perception of erotic and sexual content in mass media by students

Zuzana Lengyelová The phenomenon of women as a target group in marketing

Edita Štrbová Selected aspects of the discursive framing of youth sexuality and research

Petra Dudášová Erotic motif in print advertising

Peter Szabo, Ivana Polakevičová Variability of motives in print advertising and eroticism from the point of view of semiotics and marketing

Ivana Polakevičová Lolita effect in the media space

Title: Proceedings of the conference with international participation "Sexualization of media space"

Reviewers: doc. PhDr. Eva Fandelová, PhD. doc. PaedDr. Eva Poláková, PhD. mim. prof.

Editors: Mgr. Lucia Spálova, PhD. Mgr. Ivana Polakevičová, PhD. Mgr. Peter Szabo, PhD. Mgr. Lukasz Wojciechowski, PhD.

© Faculty of Arts UKF in Nitra ISBN: 978-80-8094-733-0