Viewers＇ Perception of TV Ads： The Role of Sex Appeal

作     者：S. Thiyagarajan P. Shanthi G. Naresh 

作者机构：Department of International Business Pondicherry University. Department of Commerce Guru Nanak College Department of Commerce Pondicherry University-Karaikal Centre. 

出 版 物：《Psychology Research》 (心理学研究：英文版)

年 卷 期：2012年第2卷第8期

页      码：452-460页

摘      要：Sex appeal is on its way to pop up Indian advertising industry and its impact on the target audience"s perception has gained less academic attention. The question which seems to be less addressed in literature is that sex appeal will be an effective and a worthy tool of promotion in a market place, like India where stringent regulatory measures are in place and controversies and bans over such appeal in ads (advertisements) are quite common. The present study investigated the youth"s general perception towards the use of sexual appeal in advertising and its influence on effectiveness of ads. General linear model was applied to study the effect of perception on effectiveness of different sexual appeals. The results suggest that there is an influence of perception on ads effectiveness at the multivariate level.

主 题 词：电视广告 性感 目标受众 监管措施 影响效果 模型应用 广告效果 学术界 

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