Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore

• Main Authors: Lim, Jocelyn Yan Jia, Chan, Grace Wen Min, Puan, Xin, Goh, Charmaine Chan Mi
• Other Authors: Sonny Ben Rosenthal
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Other; Sunscreen marketing; Stereotype content model; Language variation; Attribute type; Hedonic; Utilitarian
• Online Access: https://hdl.handle.net/10356/174396
• Institution: Nanyang Technological University

Bro-tect Your Skin is an applied communications research project presenting a new area of study in sunscreen marketing research. We test the effectiveness of advertising messaging trends—language variation (Singlish or Standard English) and attribute type (hedonic or utilitarian)—in enhancing sunscr...