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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.||URI:||http://hdl.handle.net/10356/10890||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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