About: Communication Strategy and Effects of Nudity in Advertising in Serbia

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An Entity of Type : http://linked.opendata.cz/ontology/domain/vavai/Vysledek, within Data Space : linked.opendata.cz associated with source document(s)

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rdf:type	skos:Concept http://linked.opendata.cz/ontology/domain/vavai/Vysledek
Description	The aim of the paper is to analyze communication effects of the use of nudity in advertising in Serbia. The study presented is based on an experimental research design developed by Dianoux, Linhart and Kettnerova (2007). University students were exposed to a folder containing a 12 page mock-up of a magazine, that included an advertisement for a mobile phone where one could see a woman showing either her face or being topless. Communication effects were measured based on students’ memory of the product and the brand as well as attitudes toward of the ad, attitudes toward the brand and purchase intentions. The evidence from Serbia revealed no impact of the use of nudity on recall and recognition as well as moderately negative feelings toward the ad displaying a nude model. The aim of the paper is to analyze communication effects of the use of nudity in advertising in Serbia. The study presented is based on an experimental research design developed by Dianoux, Linhart and Kettnerova (2007). University students were exposed to a folder containing a 12 page mock-up of a magazine, that included an advertisement for a mobile phone where one could see a woman showing either her face or being topless. Communication effects were measured based on students’ memory of the product and the brand as well as attitudes toward of the ad, attitudes toward the brand and purchase intentions. The evidence from Serbia revealed no impact of the use of nudity on recall and recognition as well as moderately negative feelings toward the ad displaying a nude model. (en)
Title	Communication Strategy and Effects of Nudity in Advertising in Serbia Communication Strategy and Effects of Nudity in Advertising in Serbia (en)
skos:prefLabel	Communication Strategy and Effects of Nudity in Advertising in Serbia Communication Strategy and Effects of Nudity in Advertising in Serbia (en)
skos:notation	RIV/60460709:41110/10:47633!RIV11-MSM-41110___
http://linked.open...avai/riv/aktivita	S
http://linked.open...avai/riv/aktivity	S
http://linked.open...vai/riv/dodaniDat	2011
http://linked.open...aciTvurceVysledku	Linhart, Zdeněk
http://linked.open.../riv/druhVysledku	C - Kapitola v knize
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Česká zemědělská univerzita v Praze / Provozně ekonomická fakulta
http://linked.open...dnocenehoVysledku	251282
http://linked.open...ai/riv/idVysledku	RIV/60460709:41110/10:47633
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	Advertising, nudity, effects, Serbia (en)
http://linked.open.../riv/klicoveSlovo	effects Serbia Advertising nudity
http://linked.open...ontrolniKodProRIV	[6726735ACBC9]
http://linked.open...i/riv/mistoVydani	Katowice
http://linked.open...vEdiceCisloSvazku	Sigillum Universitatis Oeconomicae
http://linked.open...i/riv/nazevZdroje	Consumer Behavior And Marketing Strategies of Companies in the European Market
http://linked.open...in/vavai/riv/obor	AE
http://linked.open...ichTvurcuVysledku	1 (xsd:int)
http://linked.open...v/pocetStranKnihy	257 (xsd:int)
http://linked.open...cetTvurcuVysledku	3 (xsd:int)
http://linked.open...UplatneniVysledku	2010
http://linked.open...iv/tvurceVysledku	Linhart, Zdeněk Dianoux, Christian Ognjanov, Galjina
number of pages	18 (xsd:int)
http://purl.org/ne...btex#hasPublisher	Katowice SSE S.A. + University of Economics Katowice
https://schema.org/isbn	978-83-7246-541-2
http://localhost/t...ganizacniJednotka	41110

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