Female nudity: attitudes towards the ad and the brand, and implications for advertising strategy

Explores gender specific attitudes toward the ad and attitudes toward the brand under varying degrees of female nudity in ad treatment conditions. Shows that while female nudity is extremely common in women′s magazines, men are not only far more positive than women in their attitude toward an ad usi...

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Bibliographische Detailangaben

Veröffentlicht in:	The Journal of consumer marketing 1993-03, Vol.10 (3), p.25-32
Hauptverfasser:	LaTour, Michael S., Henthorne, Tony L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Brands Consumer attitudes Effectiveness Gender Strategy
Online-Zugang:	Volltext
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