文章基本信息

标题：Impact of Viewer's Perception on Effectiveness of Couple Image Sex Appeal Advertisements
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作者：P. Shanthi ; S. Thiyagarajan
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2012
卷号：4
期号：1
页码：11-21
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：The present study examined the Influence of Youth's general perception towards use of sex appeal in advertisements on effectiveness of Advertisements using varying degree of intimacy between couple images as a tool for promotion. General Linear Model MANOVA was applied and results indicate that perception influences the effectiveness of Advertisements at multivariate level. At univariate level the influence proved significant for Wild and Mild stimuli not for moderate appeal.
关键词：Perception; Couple Image sexual stimuli; Advertisement Recognition; Brand Recall; TV Advertisements.