Sexual and violent imagery in movie previews: Effects on viewers' perceptions and anticipated enjoyment

Mary Beth Oliver, Sriram Kalyanaraman, Chad Mahood, Srividya Ramasubramanian

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

Two experiments were conducted to explore the contributions of sexual and violent images contained in movie previews on viewers' anticipated perceptions and enjoyment of previewed films. In neither study were portrayals of sex or violence directly associated with greater anticipated enjoyment. However, both studies provided evidence that sexual and violent portrayals may indirectly enhance viewers' enjoyment via perceptions of heightened suspense (Study 1) or heightened humor (Study 2). These results are discussed in terms of viewers' responses to media images of sexuality and violence, and the importance of these portrayals in the marketing of motion pictures.

Original languageEnglish (US)
Pages (from-to)596-614
Number of pages19
JournalJournal of Broadcasting and Electronic Media
Volume51
Issue number4
DOIs
StatePublished - Dec 1 2007

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movies
violence
Motion pictures
humor
Marketing
sexuality
marketing
experiment
evidence
Experiments
Violence

All Science Journal Classification (ASJC) codes

  • Communication

Cite this

Oliver, Mary Beth ; Kalyanaraman, Sriram ; Mahood, Chad ; Ramasubramanian, Srividya. / Sexual and violent imagery in movie previews : Effects on viewers' perceptions and anticipated enjoyment. In: Journal of Broadcasting and Electronic Media. 2007 ; Vol. 51, No. 4. pp. 596-614.
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Sexual and violent imagery in movie previews : Effects on viewers' perceptions and anticipated enjoyment. / Oliver, Mary Beth; Kalyanaraman, Sriram; Mahood, Chad; Ramasubramanian, Srividya.

In: Journal of Broadcasting and Electronic Media, Vol. 51, No. 4, 01.12.2007, p. 596-614.

Research output: Contribution to journalArticle

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