Heuristic approach to understanding sexual symbolism in advertising.
This research has as its objective the verification that phallic symbolism in advertisements does appeal to consumers on a subconscious level if, and only if, the setting of the advertisement is an appropriate, romantic setting. We report two studies; a preliminary and a main, cross-cultural study,...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10890 |
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| Institution: | Nanyang Technological University |
| Summary: | This research has as its objective the verification that phallic symbolism in advertisements does appeal to consumers on a subconscious level if, and only if, the setting of the advertisement is an appropriate, romantic setting. We report two studies; a preliminary and a main, cross-cultural study, and evaluate the effectiveness of the embedded sexual materials in advertisements. Finally, conclusions are drawn based on the research findings. |
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