Communication Strategy and Effects of Nudity in Advertising in Serbia

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F10%3A47633" target="_blank" >RIV/60460709:41110/10:47633 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Communication Strategy and Effects of Nudity in Advertising in Serbia
Original language description
The aim of the paper is to analyze communication effects of the use of nudity in advertising in Serbia. The study presented is based on an experimental research design developed by Dianoux, Linhart and Kettnerova (2007). University students were exposedto a folder containing a 12 page mock-up of a magazine, that included an advertisement for a mobile phone where one could see a woman showing either her face or being topless. Communication effects were measured based on students? memory of the product and the brand as well as attitudes toward of the ad, attitudes toward the brand and purchase intentions. The evidence from Serbia revealed no impact of the use of nudity on recall and recognition as well as moderately negative feelings toward the ad displaying a nude model.
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name
Consumer Behavior And Marketing Strategies of Companies in the European Market
ISBN
978-83-7246-541-2
Number of pages of the result
18
Pages from-to
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Number of pages of the book
257
Publisher name
Katowice SSE S.A. + University of Economics Katowice
Place of publication
Katowice
UT code for WoS chapter
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