The effect of provocative visual advertisement on the consumer Online publication date: Thu, 26-Feb-2015
by Ahmad A. Mostafa; Randa D. Bahman
International Journal of Teaching and Case Studies (IJTCS), Vol. 5, No. 3/4, 2014
Abstract: This paper tackles the effect of provocative visual advertisements that use human figures/celebrities on people and what best practice can be used and what should be avoided. A marketing research was conducted on a number of people equally from different genders, ethnicities, nationalities and age; the research reflected that people get distracted away from the product advertised and feel seduced by the nudity of the human figures/celebrities who are used in this way to advertise the product. This leads to a shift of focus of the target market away from the intended message and more to the nude figures. First, the history of nudity in marketing is discussed briefly followed by the current status of the subject. Also, then, the research is revealed along with the findings which reveal that the eye-catching nudity in marketing does not always produce a positive result.
Online publication date: Thu, 26-Feb-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Teaching and Case Studies (IJTCS):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org