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Title: Heuristic approach to understanding sexual symbolism in advertising.
Authors: Goh, Wee Ni.
Han, Li Ann.
Yeo, Nancy Mei Ling.
Keywords: DRNTU::Business::Advertising
Issue Date: 1999
Abstract: This research has as its objective the verification that phallic symbolism in advertisements does appeal to consumers on a subconscious level if, and only if, the setting of the advertisement is an appropriate, romantic setting. We report two studies; a preliminary and a main, cross-cultural study, and evaluate the effectiveness of the embedded sexual materials in advertisements. Finally, conclusions are drawn based on the research findings.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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