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Full-Text Articles in Business
Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki
Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki
Publications and Research
This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products with limited research on its influence on the consumer. A sample of 1266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). The results indicated less sexuality in luxury advertisements was …
The Portrayal And Reception Of Multiracial Couples And Families In Advertisements, Kiran A. Chand
The Portrayal And Reception Of Multiracial Couples And Families In Advertisements, Kiran A. Chand
Student Theses and Dissertations
The goal of the research conducted here is to see the candid ways in which the American people react to the existence of multiracial couples and families. As these families are becoming more commonplace within the population and large companies such as Nestlé, Toyota, Expedia, Progressive, and General Mills have taken note of this. Instead of portraying the typical nuclear family as a backdrop for their products, companies are now demonstrating how their products are part of the everyday life of any and every American by depicting unions amongst white, black, Hispanic, and Asian partners. This normalization is due to …