dc.contributor.author | Mehta, Subhash C. | |
dc.contributor.author | Bhagwat, Nitin | |
dc.contributor.author | Bhargava, Pravin | |
dc.contributor.author | Vohra, Atul | |
dc.date.accessioned | 2010-08-27T06:04:47Z | |
dc.date.available | 2010-08-27T06:04:47Z | |
dc.date.copyright | 1979 | |
dc.date.issued | 1979-08-27T06:04:47Z | |
dc.identifier.citation | Vikalpa, 1979, 4,4, pp. 307-317 | en |
dc.identifier.uri | http://hdl.handle.net/11718/8038 | |
dc.description.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. | |
dc.language.iso | en | en |
dc.title | Effect of sexual illustrations on brand - products recall | en |
dc.type | Article | en |