Millennials and Appeals in Advertising - An explorative eye-tracking study

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F18%3A43952932" target="_blank" >RIV/49777513:23510/18:43952932 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Millennials and Appeals in Advertising - An explorative eye-tracking study
Original language description
Advertisers mostly use one of three popular appeals in their advertisements – fear, humour and sex. The erotic appeal is one of the most controversial emotional appeals. The use of sex appeal in advertising is influenced by several factors that need to be taken into consideration. Sex sells and perhaps that is why marketers consider it to be one of the most potent tools in advertising. One of the characteristics that sets Generation Y apart from earlier generations, and which is relevant for this research, is that they have reported greater liking of advertisements compared to previous generations and are less often offended, insulted and misled by advertising. The objective of this study is to verify whether sex sells. In selected advertising campaigns with an erotic undertone, it was tested whether the use of sex appeal in combination with a suitable product can increase the demand for such a product rather than in areas where there is no association of the product with sex appeal. The study also investigates whether men pay more attention to sex in advertising than women.
Czech name
—
Czech description
—

Project
—
Continuities
S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 32nd International Business Information Management Association Conference (IBIMA)
ISBN
978-0-9998551-1-9
ISSN
—
e-ISSN
neuvedeno
Number of pages
11
Pages from-to
623-633
Publisher name
IBIMA
Place of publication
Seville
Event location
Seville, Spain
Event date
Nov 15, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
—

Similar results(10)