Sexual appeal in print media advertising: effects on brand recall and fixation time

Purpose - The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified. Design/methodo...

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Bibliographic Details
Published in:Research journal of textile and apparel 2017-03, Vol.21 (1), p.42-58
Main Authors: Fidelis, Bruno Tomaselli, Oliveira, Jorge Henrique Caldeira, Giraldi, Janaina de Moura Engracia, Santos, Renê Oliveira Joaquim
Format: Article
Language:English
Subjects:
Advertisements
Alcohol
Clothing industry
Communication
Consumers
Eye movements
Handbooks
Marketing
Memory
Print advertising
Recall
Studies
Textile research
Tracking devices
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