Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible?
| Autor: | Iain Black, Peta Morton |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
Marketing
experiment 05 social sciences Advertising technique Appeal 050109 social psychology Advertising Body language 0502 economics and business body language Relevance (law) 050211 marketing 0501 psychology and cognitive sciences sexual appeals Business and International Management Psychology Social psychology advertising Battle of the sexes |
| ISSN: | 1352-7266 |
| Popis: | Sexual appeals remain a very popular advertising technique yet questions regarding their use remain, including how they can be used to appeal to men and women simultaneously. Literature examining what men and women find sexually appealing and the body language used to signal relationship status guided development of two appeal types: ‘Intimate’ portrayed a couple in an intimate stable relationship, whereas ‘Objectified’ showed them as sexual objects. These were combined with different levels of nudity and product relevance and studied experimentally. As expected, both genders preferred intimate appeals though they only rated low nudity intimate adverts for relevant products positively. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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