Sex appeals in advertising by Dilip Soman and Shubhajit Sen (Student Project)

By: Contributor(s): Material type: TextTextPublication details: Ahmedabad 1990 Capital marketDescription: 105 p. ExhibitsSubject(s): DDC classification:
  • SP 1990/226
Summary: Previous study on the use of the sex appeal in advertising has focused on the effectiveness of the use of such appeal in terms of various output measures, rather than building a framework for predicting its effective use under various conditions. The shortcoming was the lack of a robust taxonomy for classifying sex appeal. To develop a robust taxonomy the basic dimensions along which readers classify sex appeal were identified, tested for validity and the various out put measures were measured to determine the salient dimensions. To identify reasons for the variations in output measures across these dimensions, context analysis of the ads used was followed by open ended discussion with respondents.
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Item type Current library Collection Shelving location Call number Status Date due Barcode
Student Project Vikram Sarabhai Library Reference Students Project SP 1990/226 (Browse shelf(Opens below)) Not for loan SP000226

Submitted to Prof. S V Nathan

Previous study on the use of the sex appeal in advertising has focused on the effectiveness of the use of such appeal in terms of various output measures, rather than building a framework for predicting its effective use under various conditions. The shortcoming was the lack of a robust taxonomy for classifying sex appeal. To develop a robust taxonomy the basic dimensions along which readers classify sex appeal were identified, tested for validity and the various out put measures were measured to determine the salient dimensions. To identify reasons for the variations in output measures across these dimensions, context analysis of the ads used was followed by open ended discussion with respondents.

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