Browsing by Subject "Advertising -- Psychological aspects"
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Item A comparison of the information content of automobile advertising in magazines based on readers' gender, 1985-1996(Texas Tech University, 1997-05) Burks, Nicole RNot availableItem The Influence of Clothing on Advertising Effectiveness(Texas Tech University, 1975-08) Olfers, Judith AnnNot Available.Item The Influence of movie genre on audience reaction to product placement(Texas Tech University, 2003-12) Garza, Steven DavidThe use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependant on the type of movie in which the brand is placed. Employing 200 university students, this initial experimental study examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30-minute movie clip categorized by genre—comedy, drama, and science fiction. The study compared the effects of genre on brand recall, brand liking, and consumer's reactions toward brand placement. Central to the practice of using brand placement in movies is the belief that the humor found in a comedy movie would help create a favorable response toward brand placement. It did not. The comedy genre did not outrank the other genres on brand recall/recognition, brand liking, and attitude toward brand placement. However, this research did confirm the findings of previous research that prominent brand placements promote a significantly higher level of brand awareness than subtle brand placements.Item What is sexy ?: correlates from a study of recent magazine advertisements(Texas Tech University, 1999-12) Goodrich, SuanneSexual appeals in advertisements are quite common. Sexually appealing ads contain some form of nudity or suggestive content, and as such they have the potential to offend large numbers of individuals. Despite this fact, advertisers apparently believe that sex appeals are a very effective way to communicate with consumers and ultimately generate sales. The limited research that has been done on this issue is equivocal. The results of studies may be mixed in part due to definitional problems as to what, exactly, is a sexy ad. Past studies have involved intuitive definitions of sex, but in fact, researchers do not know what makes an ad sexy (Courtney & Whipple, 1983). Therefore, the present study examined several elements of advertisements in order to determine which of them related to perceived ad sexiness. These elements included suggestive wording, model attractiveness, model pose, sexual imagery, nudity, model clothing, and overall liking of the ad. It was found that the attractiveness of the models in the ad, model clothing, and model body language were the most strongly related to perceived ad sexiness. Also, sexiness was strongly related to ad liking, which indicates that as ads become sexier, they also tend to be better liked. Nudity, surprisingly, was not strongly correlated with ad sexiness. Factor analyses were conducted to discover if these ad elements formed one or more underlying factors that could be used in future research. The analyses showed that there are two factors underlying the eight items. The first factor was generally composed of ad liking, perceived ad sexiness, model attractiveness, and model clothing. The remaining four variables loaded onto Factor 2. The two factors were highly correlated. Analyses of variance were conducted on each of the variables mentioned above to examine the effects of the sex of the participant and the type of model (male model, female model, or couple) on ad response. Results showed a tendency for opposite sex effects in which women rated ads with male models higher on these variables (e.g., ad liking, ad sexiness) than men did. Likewise, men rated ads with female models higher on four of the eight variables than women did. Ads depicting couples, however, were rated highly by both men and women.