Communication Strategy and Effects of Nudity in Advertising in Serbia

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Communication Strategy and Effects of Nudity in Advertising in Serbia

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Communication Strategy and Effects of Nudity in Advertising in Serbia

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2010

Kód důvěrnosti údajů

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

Název knihy nebo sborníku

Consumer Behavior And Marketing Strategies of Companies in the European Market

ISBN

978-83-7246-541-2

Počet stran výsledku

18

Strana od-do

—

Počet stran knihy

257

Název nakladatele

Katowice SSE S.A. + University of Economics Katowice

Místo vydání

Katowice

Kód UT WoS kapitoly

—