| Attributes | Values |
|---|
| rdf:type
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| Description
| - Use of nudity or sex in advertising is quite popular in praxis. Organisations often use sexual stimuli to attract consumers. An assumption related to it is a linear relationship between the level of nudity and sexual arousal and thus higher level of consumer´s response. We focused on different levels of nudity and the reaction of respondents. The perception of the ad, attention, interest, desire and buying intention was studied. The aim of the paper is to analyse the relationship between nudity/sex in advertising and its impact on purchase (AIDA model) together with focus on impact of gender on the perception of nudity displayed in ad (cognitive, emotional and conative dimension). We used primary questioning with four possible levels of nudity displayed in ad. The conclusiveness of the outputs and relationships obtained were supported by the tools of descriptive statistics, for testing of results the analysis of correlation and factor analysis were used to review the outcomes. The respondents react differently to certain levels of nudity. The results confirm that men and women differ in the responses to sexual stimuli (emotional dimension) and that nudity can increase attention of consumer. The use of nudity in advertising attracts respondents, but has almost no influence on their desire or buying intentions regarding displayed product. Among all variants of ad with different levels of nudity the variant with naked model had more potential buyers than the other ones. But factor analysis revealed that the buying intentions are not related to the respondents who have shown positive attitude towards the ad.
- Use of nudity or sex in advertising is quite popular in praxis. Organisations often use sexual stimuli to attract consumers. An assumption related to it is a linear relationship between the level of nudity and sexual arousal and thus higher level of consumer´s response. We focused on different levels of nudity and the reaction of respondents. The perception of the ad, attention, interest, desire and buying intention was studied. The aim of the paper is to analyse the relationship between nudity/sex in advertising and its impact on purchase (AIDA model) together with focus on impact of gender on the perception of nudity displayed in ad (cognitive, emotional and conative dimension). We used primary questioning with four possible levels of nudity displayed in ad. The conclusiveness of the outputs and relationships obtained were supported by the tools of descriptive statistics, for testing of results the analysis of correlation and factor analysis were used to review the outcomes. The respondents react differently to certain levels of nudity. The results confirm that men and women differ in the responses to sexual stimuli (emotional dimension) and that nudity can increase attention of consumer. The use of nudity in advertising attracts respondents, but has almost no influence on their desire or buying intentions regarding displayed product. Among all variants of ad with different levels of nudity the variant with naked model had more potential buyers than the other ones. But factor analysis revealed that the buying intentions are not related to the respondents who have shown positive attitude towards the ad. (en)
|
| Title
| - Nudity in advertising: impact on AIDA model
- Nudity in advertising: impact on AIDA model (en)
|
| skos:prefLabel
| - Nudity in advertising: impact on AIDA model
- Nudity in advertising: impact on AIDA model (en)
|
| skos:notation
| - RIV/27266150:_____/13:#0000039!RIV13-MSM-27266150
|
| http://linked.open...avai/riv/aktivita
| |
| http://linked.open...avai/riv/aktivity
| |
| http://linked.open...vai/riv/dodaniDat
| |
| http://linked.open...aciTvurceVysledku
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| http://linked.open.../riv/druhVysledku
| |
| http://linked.open...iv/duvernostUdaju
| |
| http://linked.open...titaPredkladatele
| |
| http://linked.open...dnocenehoVysledku
| |
| http://linked.open...ai/riv/idVysledku
| - RIV/27266150:_____/13:#0000039
|
| http://linked.open...riv/jazykVysledku
| |
| http://linked.open.../riv/klicovaSlova
| - advertising, nudity, marketing, research, perception, attitude (en)
|
| http://linked.open.../riv/klicoveSlovo
| |
| http://linked.open...ontrolniKodProRIV
| |
| http://linked.open...in/vavai/riv/obor
| |
| http://linked.open...ichTvurcuVysledku
| |
| http://linked.open...cetTvurcuVysledku
| |
| http://linked.open...UplatneniVysledku
| |
| http://linked.open...iv/tvurceVysledku
| - Vnoučková, Lucie
- Smolová, Helena
|
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