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 conclusions on its effectiveness on attitudes and purchase intentions. This study aims to measure whether the use of sexual images leads to more positive attitudes and higher purchase intentions. Our research focuses on comparing the effectiveness between luxury and non-luxury brands. We have chosen to test on Gucci and Giordano respectively. Differences were significant for advertisement and brand attitudes but not purchase intentions. In addition, there is significant main effects and interaction on gender for non-luxury brands only.