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As soon as the mag woman begs ‘come hither,’ the (female) audience yawns

GAINESVILLE, Fla. — For female mag visitors, intercourse does not sell a great deal because it — bores.

Therefore conclude three University of Florida advertising teachers in a brand new study that gauged young women’s emotional reactions to advertisements featuring gorgeous females from Vogue, Allure as well as other women’s magazines.

The hotter the model’s attire or appearance, the greater it left the ladies, well, cold, state UF’s Robyn Goodman, Jon Morris and John Sutherland. Just exactly just What the 100-plus college-age women surveyed within the research discovered much more attractive than provocative intercourse kittens had been normal, pretty-in-an-everyday-way kinds, an appearance the scientists describe as nutritious.

“ just what we found may be the method that the industry and also the method in which individuals are taking a look at beauty are completely different,” said Goodman.

The study – which won the top paper prize within the marketing unit at last month’s Association for Education in Journalism and Mass correspondence seminar in bay area — is partly of great interest as it clashes because of the sex-drenched conventions of glossy mag marketing.