- Study found men more likely to ‘misread’ an advert for a double meaning
- They were also four times more likely than women to recall its content
- Women perceived explicitly sexual advertising more negatively than men
Daily Mail Reporter
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From Carry On films to seaside postcards to James Bond, they have been a smutty staple of British humour.
But a new study shows the double entendre appeals most to men – because they have sex on the mind more than women.
Men are significantly more likely to ‘misread’ an advertisement for a second meaning and find humour in it, single men even more so.
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A new study shows the double entendre appeals most to men – because they have sex on the mind more than women. Men are significantly more likely to ‘misread’ an advertisement for a second meaning and find humour in it, single men even more so (stock image)
They were four times more likely than women to recall its content.
But for many females such advertising was a turn-off.
The study led by Dr Jungkeun Kim of the Department of Marketing at Auckland University, New Zealand, said: ‘Women perceived explicitly sexual advertising more negatively than did men.’
He suggested the roots of differences in humour might lie in evolutionary choices.
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‘From a socialisation-based perspective, men tend to value sexual intercourse as light recreation and emphasise its pleasurable, fun and physical aspects,’ he said.
‘On the other hand, women perceive sexual intercourse as a much more serious activity. Specifically, women consider love, commitment, intimacy, and trust as prerequisites of sexual relationships.’
He added: ‘Men show more positive attitudes toward explicit sexual appeals in advertisements than do women.’
The online study asked heterosexual men and women – whose average age was around 28 – to recall real advertisements.
The study led by Dr Jungkeun Kim of the Department of Marketing at Auckland University, New Zealand, said: ‘Women perceived explicitly sexual advertising more negatively than did men’ (stock image)
Some contained possible sexual double entendres.
The ads conveyed their original meaning, but it was possible for people to perceive a secondary meaning in some situations.
They were also asked about the their relationships status.
The study, published in the Australasian Marketing Journal, found: ‘Men in a mating mindset show more positive attitudes toward advertisements containing words with sexual connotations than do men in [relationships]
HOW TO TELL SOMEONE IS FLIRTING WITH YOU IN 12 MINUTES
1-3 minutes
If someone begins talking to you by dishing out compliments and being encouraging to things you say, it is a good indicator they are interested – according to the researchers.
Some people will also give a quick flirtatious glance at the start of the conversation.
Crossing legs at any point, though, was a sign that a person was not interested in the other.
Also, if a woman doesn’t ask many questions, or shrugs a lot, she probably isn’t interested.
4-6 minutes
If the person is still attracted to you, they will likely be even more affirmative, and also still quite complimentary.
They will also begin ‘palming’ – talking using open palm gestures.
7-9 minutes
Now, people start to do-away with compliments.
Instead, men will gaze at their partner if they are interested at this point, while women might start to divulge some personal details.
10-12 minutes
At the end of the conversation, women will open up and be joyful, while still palming, if they are still interested.
For women, you’ll want to look for a guy who has lowered his pitch from the earlier part of the interaction. This means they are still interested.
‘In contrast, a different pattern is evident for women. [Single] females’ attitude toward advertising with sexual words is lower than those in relationships.’
Adding, the results demonstrate that ‘Specifically, women are more focused on the romantic relationship rather than on the physical sexual activity.
‘When the mating motivation is active, men will focus on the reproductive activity and will consequently show more positive attitudes toward ordinary advertisements containing words with sexual connotations.
‘In contrast, women will show a different pattern. Specifically, women will exhibit the same attitude, regardless of the mating motivation, because women are assumed to have a relatively low desire for casual sexual activity.’
The report concluded: ‘The present paper is the first to examine the mating motivation effect in the context of advertisements containing words with sexual connotations.
‘Finally, these findings have practical implications for advertisers who market non-sexual products to men.
‘For example, a gaming company could name itself as ‘Nexes Software’ in their advertising when their target market is men.’
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