A study on the effects of sexual images in print advertisements of luxury and non-luxury brands on brand attitudes and purchase intentions.

• Main Authors: Leong, Stephanie Soh Kuan., Mok, Vanessa Shi Wen., Tan, Meixin.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/15260
• Institution: Nanyang Technological University

There has been increasing use of sexual images in advertising due to belief that it will capture greater attention and subsequently lead to more positive attitudes and higher purchase intentions. While there is certainty that such advertisements do successfully capture attention, there are mixed con...