Heuristic approach to understanding sexual symbolism in advertising.

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: Goh, Wee Ni., Han, Li Ann., Yeo, Nancy Mei Ling.
Other Authors: Marshall, Roger
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Advertising
Online Access:http://hdl.handle.net/10356/10890
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-10890
record_format dspace
spelling sg-ntu-dr.10356-108902023-05-19T05:44:54Z Heuristic approach to understanding sexual symbolism in advertising. Goh, Wee Ni. Han, Li Ann. Yeo, Nancy Mei Ling. Marshall, Roger Nanyang Business School DRNTU::Business::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, and evaluate the effectiveness of the embedded sexual materials in advertisements. Finally, conclusions are drawn based on the research findings. 2008-09-24T07:48:42Z 2008-09-24T07:48:42Z 1999 1999 Final Year Project (FYP) http://hdl.handle.net/10356/10890 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
topic DRNTU::Business::Advertising
spellingShingle DRNTU::Business::Advertising
Goh, Wee Ni.
Han, Li Ann.
Yeo, Nancy Mei Ling.
Heuristic approach to understanding sexual symbolism in advertising.
description 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.
author2 Marshall, Roger
author_facet Marshall, Roger
Goh, Wee Ni.
Han, Li Ann.
Yeo, Nancy Mei Ling.
format Final Year Project
author Goh, Wee Ni.
Han, Li Ann.
Yeo, Nancy Mei Ling.
author_sort Goh, Wee Ni.
title Heuristic approach to understanding sexual symbolism in advertising.
title_short Heuristic approach to understanding sexual symbolism in advertising.
title_full Heuristic approach to understanding sexual symbolism in advertising.
title_fullStr Heuristic approach to understanding sexual symbolism in advertising.
title_full_unstemmed Heuristic approach to understanding sexual symbolism in advertising.
title_sort heuristic approach to understanding sexual symbolism in advertising.
publishDate 2008
url http://hdl.handle.net/10356/10890
_version_ 1770567229512876032

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