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http://dx.doi.org/10.5850/JKSCT.2009.33.6.929

Communication Effects of Sex-Appeal Fashion POP Advertising -Focused on Nudity Type and Discount Message Use-  

Park, Hyun-Hee (School of Business Administration, Kyungpook National University)
Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.33, no.6, 2009 , pp. 929-937 More about this Journal
Abstract
This study was intended to identify the differences in communication effects according to nudity type and discount message use in the context of sex-appeal fashion POP advertising. For the experiment, 8 stimuli were developed as experimental stimuli for the 4 (nudity type (nude, semi-nude, body-consciousness, non nude)) $\times$ 2 (discount messages (available, not available)) factorial design. A total of 280 questionnaires allocating thirty-five students to each group were distributed. The results were as follows. First, there were significant differences in advertising affect, attitude toward advertising, and brand attitude according to nudity type of sex-appeal fashion POP advertising. Second, there was no significant difference in communication effects by discount message use. Third, there was interaction effect according to nudity type and discount message use on the aspect of advertising cognition.
Keywords
Sex-appeal advertising; POP advertising; Communication effect; Nudity type; Discount message;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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