PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2010 | Consumer Behavior and Marketing Strategies of Companies in the European Market | 101--118
Tytuł artykułu

Communication strategy and effects of nudity in advertising in Serbia

Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The issue of the use of sexual appeals in advertising has been attracting attention of number of marketing scholars form many decades now. The field of research, however, is very broad and covers various cultural, ethical, psychological, and economics aspects. However , many doubts and concerns addressed in number of research studies have remained. Moreover, there is still a gap in marketing literature concerning various specific issues regarding the use of sexual appeals in advertising. For example, it is still uncertain whether the use of sexual appeals (which could be more or less explicit, both verbal and visual) in advertising generally evokes negative or positive feelings among potential consumers as well as whether this may lead to their negative or positive attitudes toward the advertised brand. Further, It is also not yet known how it may influence their purchase intention. The majority of studies focusing in the effects of the use sexual appeals in advertising have focused on lower levels of cognitions i.e. arousal recall and recognition as well as affective and cognitive reactions toward the ad and brand.
Twórcy
  • University of Belgrade, Serbia
  • University of Paul Verlaine-Metz, France
  • Czech University of Agriculture
Bibliografia
  • Alexander, M.W., Judd Jr., B. (1978): Do Nudes in Ads Enhance Brand Recall. "Journal of Advertising Research", Vol. 18 (1), pp. 47-51
  • Coulter, K. (1998): The Effects of Affective Responses to Media Context on Advertising Evaluation. "Journal of Advertising", Vol. 27 (4), pp. 41-50
  • Davies, J., Zhu, H., Brantley, B. (2007): Sex Appeals that Appeal: Negative Sexual Self Schema as a Moderator of the Priming Effects of Sexual Ads on Accessibility. "Journal of Current Issues and Research in Advertising", Vol. 29 (2), pp. 79-89
  • Derbaix, C.M. (1995): The Impact of Affective Reactions on Attitudes toward the Advertisement and the Brand: A Step Toward Ecological Validity. "Journal of Marketing Research", Vol. 32 (4), pp. 470-479
  • Dianoux, C., Linhart, Z., Kettnerova, J. (2007): Impact of Nudity in Advertisements: Comparison of the First Results Form Spain, France and the Czech Republic. In: Proceedings of the 15'h Annual Conference on Marketing and Business Strategies for Central and Eastern Europe. Edited by Reiner Sringer and Petr Chadraba; Vienna, pp. 41-49
  • Dudley, S.C. (1999): Consumer Attitudes toward Nudity in Advertising. ''Journal of Marketing Theory & Practice", Vol. 7 (4), pp. 89-97
  • Elliott, R., Elliott, C. (2005): Idealized Images of the Male Body in Advertising: a Reader-Response Exploration. "Journal of Marketing Communications", Vol. 11(1), pp. 3-19
  • Ford, J.B., LaTour, M.S., Lundstrom, W.J. (1991): Contemporary Women's Evaluation of Female Role Portrayals in Advertising. "Journal of Consumer Marketing", Vol. 8(1), pp. 15-27
  • Grazer, W.F., Keesling, G. (1995): The Effects of Print Advertising's Use of Sexual Themes on Brand Recall and Purchase Intention: A Product Specific Investigation of Male Responses. "Journal of Applied Business Research", Vol. 11 (3), pp. 47-58
  • Kilbourne, J. (2005): What Else Does Sex Sell?. "International Journal of Advertising", Vol. 24(1), pp. 119-122
  • Laczniak, R.N., Teas, R.K. (2007): An Examination of Measurement Context Effects in Empirically Based Advertising Research. "Journal of Marketing Communications", No.7, pp.65-87
  • Lass, P., Hart, S. (2004): National Cultures, Values and Lifestyles Influencing Consumers ' Perception towards Sexual Imagery in Alcohol Advertising: An Exploratory Study in the UK, Germany and Italy. "Journal of Marketing Management", Vol. 20, pp. 607-623
  • LaTour, M.S., Henthorne, T.L. (1993): Female Nudity: Attitudes toward the Ad and the Brand, and Implications for Advertising Strategy. "Journal of Consumer Marketing", Vol. 10 (3), pp. 25-32
  • Maciejewski, J. (2004): Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation By Generation Y College Students. "Journal of Current Issues and Research in Advertising", Vol. 26 (2), pp. 97-105
  • MacKenzie, S.B., Lutz, R.J., Belch, G.E. (1986): The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. "Journal of Marketing Research", 23 (2), pp. 130-143
  • Manceau, D., Tissier-Desbordes, E. (2006): Are Sex and Death Taboos in Advertising? An Analysis of Taboos in Advertising and a Survey of French Consumer Perceptions. "International Journal of Advertising", Vol. 25 (1), pp. 9-33
  • Moliere (1664): Tartuffe, Paris
  • Mooij, M. de (2003): Convergence and Divergence in Consumer Behaviour: Implications for Global Advertising. "International Journal of Advertising", Vol. 22, pp. 183-202
  • Pelsmacker, P. de, Geuens, M. (1998): Reactions to Different Types of Ads in Belgium and Poland. "International Marketing Review", Vol. 15 (4), pp. 277-290
  • Pelsmacker, P. de, Geuens, M., Van den Bergh, J.: Marketing Communications. Prcntice Hall, Upper Saddle River 2001
  • Peterson, R.A., Kerin, R.A. (1977): The Female Role in Advertisements: Some Experimental Evidence. "Journal of Marketing", Vol. 41 (4), pp. 59-63
  • Reichert, T., LaTour M.S., Lambiase, J.J., Adkins, M. (2007): A Test of Media Literacy Effects and Sexual Objectification in Advertising. "Journal of Current Issues and Research in Advertising", Vol. 29, (1), pp. 81-92
  • Reichert, T., LaTour, M.S., Kim Joo, Y. (2007): Assessing the Influence of Gen¬der and Sexual Self-Schema on Affective Responses to Sexual Content in Advertising, "Journal of Current Issues and Research in Advertising", Vol. 29 (2), pp. 63-77
  • Severn, J., Belch, G.E., Belch, M.A. (1990): The Effects of Sexual and Non- sexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness. "Journal of Advertising", 19(1), pp. 14-22
  • Smith, S.M. et al. (1995): Understanding Responses to Sex Appeals in Advertising: An Individual Difference Approach. "Advances in Consumer Re¬search", Vol. 22 (1), pp. 735-739
  • Soley, L.C., Kurzbard, G. (1986): Sex in Advertising: A Comparison of1964 and 1984 magazine advertisements. "Journal of Advertising", Vol. 15 (3), pp. 46-64
  • Steadman, M. (1969): How Sexy Illustrations Affect Brand Recall. "Journal of Advertising Research", Vol. 9 (1), pp. 15-19
  • Zimmerman, A., Dahlberg, J. (2008): The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective. "Journal of Advertising Research", Vol 48 (1) pp. 71-79
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171226547

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.