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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Viewers’ Perception of TV Ads: The Role of Sex Appeal
Author(s)
S. Thiyagarajan
P. Shanthi
G. Naresh
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DOI:10.17265/2159-5542/2012.08.002
Affiliation(s)
Pondicherry University, Pondicherry, India
Guru Nanak College, Tamilnadu, India
Pondicherry University-Karaikal Centre, Tamilnadu, India
ABSTRACT
Sex
appeal is on its way to pop up Indian advertising industry and its impact on
the target audience’s perception has gained less academic attention. The
question which seems to be less addressed in literature is that sex appeal will
be an effective and a worthy tool of promotion in a market place, like India
where stringent regulatory measures are in place and controversies and bans
over such appeal in ads (advertisements) are quite common. The present study
investigated the youth’s general perception towards the use of sexual appeal in
advertising and its influence on effectiveness of ads. General linear model was
applied to study the effect of perception on effectiveness of different sexual
appeals. The results suggest that there is an influence of perception on ads effectiveness
at the multivariate level.
KEYWORDS
TV ads (television advertisements), perception, wild/mild sexual stimuli, ad recognition, brand recall
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