Heuristic approach to understanding sexual symbolism in advertising.

• 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
• Institution: Nanyang Technological University

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,...