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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

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

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 32nd International Business Information Management Association Conference (IBIMA)

ISBN

978-0-9998551-1-9

ISSN

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e-ISSN

neuvedeno

Počet stran výsledku

11

Strana od-do

623-633

Název nakladatele

IBIMA

Místo vydání

Seville

Místo konání akce

Seville, Spain

Datum konání akce

15. 11. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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