Effect of sexual illustrations on brand - products recall
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Date
1979-08-27Author
Mehta, Subhash C.
Bhagwat, Nitin
Bhargava, Pravin
Vohra, Atul
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Show full item recordAbstract
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.
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