. "Katowice" . . . "Sigillum Universitatis Oeconomicae" . "RIV/60460709:41110/10:47633" . "41110" . . "Katowice SSE S.A. + University of Economics Katowice" . "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\u2019 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." . "Communication Strategy and Effects of Nudity in Advertising in Serbia"@en . . "Linhart, Zden\u011Bk" . "Ognjanov, Galjina" . . "Advertising, nudity, effects, Serbia"@en . . "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\u2019 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 . . . "Dianoux, Christian" . "251282" . . "978-83-7246-541-2" . . "3"^^ . "18"^^ . . "S" . "Communication Strategy and Effects of Nudity in Advertising in Serbia" . "1"^^ . "Consumer Behavior And Marketing Strategies of Companies in the European Market" . "Communication Strategy and Effects of Nudity in Advertising in Serbia"@en . . "RIV/60460709:41110/10:47633!RIV11-MSM-41110___" . . "[6726735ACBC9]" . "257"^^ . "Communication Strategy and Effects of Nudity in Advertising in Serbia" . .