在快速變動的環境下，廣告行銷人必須時時接受新資訊，並且創造出新奇、有吸引力的的廣告。事實上，廣告行銷人利用了許多方法來達到這個目的，其中的一個就是在廣告中加入性訴求。在性訴求廣告中，裸露可說是最直接的一種表現方式。由此延伸出的問題是多少程度的裸露能被觀賞者接受，並且產生效用。此外，過去以來，性或是裸露一直是充滿爭議的議題，但僅僅侷限於討論女性的裸露。隨著時代更迭，人們的價值觀也改變了，男性的裸露也開始被提出來討論，而廣告中男性和女性同時出現的裸露也是其中之一。
在本研究中，我們建立一個架構來探討裸露程度與廣告人物性別對生理吸引力、情感激發與廣告態度的影響為何。此外，生理吸引力與情感激起對於廣告態度的影響在此亦被探討，還有生理吸引力與廣告態度對品牌態度的影響也將藉由這個架構來檢驗。再者，值得關注的是廣告訴求與產品本身的一致性，這將會有決定性的影響，必須被仔細考慮。因為帶有性訴求或是裸露的廣告並不適合每一個產品種類。只有在合適的產品搭配下，性訴求廣告才能發揮它的效用。最後，本研究著實幫助廣告行銷人來瞭解消費者對於裸露廣告的反應與態度，而且更幫助他們發展對某些產品來說最適合的裸露效果。

In the dynamic environment, advertisers need to update new information and to create fresh and appealing advertisements for attracting consumers. There are many methods for advertisers to make use of. One of them is to utilize sex appeal in advertisements. Nudity is the most straightforward expression in sex appeal advertisements. The question is that how much nudity can be accepted by viewers and be effective. Besides, sex or nudity used to be a controversial issue in the past, but only on female’s nudity in advertising. As times change and values change, male’s nudity is regarded as another aspect needed to be discussed. Also, nude male and female models together in advertising should be included.
In this study, a research model was established to examine physical attractiveness, arousal, and attitude toward the advertisement evoked by the degree of nudity and model gender. In addition, the effects of physical attractiveness and arousal on attitude toward the advertisement were also conducted. Moreover, the relationships between physical attractiveness, attitude toward the advertisement and brand attitude were included at the same time. Then, the congruency between advertisement appeals and products should be considered very carefully. Advertisements with sex appeal or nudity are not appropriate for every kind of products. Sex appeal advertisements can be effective with right product categories. Finally, this study indeed can help advertisers to comprehend consumers’ reactions toward the advertisements with nudity, further developing the most appropriate degree of nudity for particular products.

吳萬益，企業研究方法，二版，華泰書局(民94)。
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