THE INFLUENCE OF SEX APPEAL ADVERTISING
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 7페이지/ 어도비 PDF
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Seung Yeon Lee, Seunghee Lee
영어 초록
Gender has been considered as a very important factor in influencing the effectiveness of sex appeal advertising, yet only biological sex (male or female) has been examined. Therefore, this paper aims to examine the role of gender identity (masculinity, femininity or androgynous) in how people respond to sexual appeals in advertising. By studying the influence of this variable, present research would help in building a more comprehensive picture of why people respond to sexual appeals as they do.
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