Advertising in the Field of Sexual Health and Behaviour: the Socio-Cultural Aspects

This study is aimed at investigating the influence of social and cultural factors affecting the attitude to advertising of goods from the sphere of sexual health and behavior. The study brings 12 hypotheses on the impact of various variables on the assessment of television rollers promoting male condoms and sex-lubes. In particular, the research focused on factors such as: age of the respondent, sexual experience, the frequency of use of contraception, sexual progressivism and three cultural characteristics of G. Hofstede: masculinity, individualism and indulgence. Correlation and regression analysis was used to verify the proposed assumptions. The empirical base of the study became data obtained during the online survey. As a result of the empirical research, significant demographic, social and cultural factors that cause respect for condoms advertising and lubricants were identified.