WOMEN’S ATTITUDE TOWARDS ADVERTISEMENTS AND PURCHASE INTENTION OF PRODUCTS ADVERTISED USING FASHION AND COMMERCIAL MODELS

Since the beginning of advertising history, it has been believed that using physically attractive models could make the advertisement more effective and interesting. However, recent studies in the western world showed the current market has shifted into liking more average-looking models in advertis...

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Bibliographic Details
Main Author: Sheila L, Audina
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/21313
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Institution: Institut Teknologi Bandung
Language: Indonesia
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