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http://hdl.handle.net/11718/8038| Title: | Effect of sexual illustrations on brand - products recall |
| Authors: | Mehta, Subhash C. Bhagwat, Nitin Bhargava, Pravin Vohra, Atul |
| Issue Date: | 27-Aug-1979 |
| Citation: | Vikalpa, 1979, 4,4, pp. 307-317 |
| Abstract: | Following trends in the western world, Indian marketers have. of late. resorted to using sex appeal in advertisements. This study was conducted to test a few hypotheses relating to brand recall by broadening the concept of brand recall. Advertisements representing sexual and non-sexual illustrations were used. The study reveals that more correct recalls were made for advertisements containing a non·sexual scene than for those with female illustrations of varying suggestiveness. When recall is the primary objective of advertising, human illustrations are more effective than landscapes. |
| URI: | http://hdl.handle.net/11718/8038 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Effect of sexual.pdf Restricted Access | 589.81 kB | Adobe PDF | View/Open Request a copy |
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