Effects of sexy voices on radio advertising for gender-natured and neutral products.

• Main Authors: Toh, Ling Hui., Ng, Jing Ying., Phua, Joyce Wei Wei.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/38830
• Institution: Nanyang Technological University

This study examines the application of sex appeal, commonly used in print and television advertising, in vocal form in radio advertising as well as the interaction with consumers’ gender, spokesperson's gender and product nature on consumer attitudes towards the ad, speaker and brand, purchase...