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Hittade 5 uppsatser som matchar ovanstående sökkriterier.

  1. 1. Generational attitudes towards sexual advertisement : A comparative study between Sweden and South Korea

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Andreas Johansson; Erik Lindmark; [2021]
    Nyckelord :Shock advertisement; Hofstede s framework; culture; shock advertising; level of sex appeal; generational theory;

    Sammanfattning : To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. LÄS MER

  3. 2. Cultural Differences towards Sexual Advertising : A comparative study between Swedish and South Korean students

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Sara Hemmingsson; Linnea Sjöberg; [2020]
    Nyckelord :Sexual advertising; Hofstede s framework; culture; shock advertising; level of sex appeal; perception; advertising strategy;

    Sammanfattning : This study has investigated whether cultural differences affect how one perceives sexual advertising. The study has focused on Sweden and South Korea, which showed great differences in Hofstede's cultural framework. Sweden, according to Hofstede, is considered to be a feminine country and has low uncertainty avoidance. LÄS MER

  4. 3. ...Do you? #MeToo! : A study on consumer behavior towards sexual appeal in advertising after the worldwide #MeToo-uprising

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Gabriella Rakocevic; David Eliasson; [2018]
    Nyckelord :Stakeholders; Consumer behavior; Ethical marketing; Sexual appeal in advertising; Objectification of women in advertising;

    Sammanfattning : The purpose of this thesis is to explore how stakeholders’ view of sexual advertisement has been affected by the ‘#MeToo’-uprising and Time’s Up movement. A qualitative study has been conducted in order to gather information regarding stakeholders view of sexual appeal in advertising and how they have been affected by these movements. LÄS MER

  5. 4. Consumers' Attitudes Toward Sexual Appeal in Advertising

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Jakob Hedström; Johanna Karlsson; [2017]
    Nyckelord :Sexual Appeal; Advertising; Young Consumers; Level of Nudity; Gender of the Consumer; Gender of the Model; Culture; Personality; Consumers’ Attitude; Sexuell marknadsföring; reklam; unga konsumenter; nakenhetsnivå; konsumentens kön; modellens kön; kultur; personlighet; konsumentattityd;

    Sammanfattning : To use sexual messages in advertisements are becoming more common by each day, it is known as a method that can be highly effective to influence consumers’ attitudes. However, it is important to carefully consider how the appeal is used as high levels of sexual appeal can be perceived as unethical or offensive to consumers. LÄS MER

  7. 5. Taboo advertising - Response to taboo in advertising - A study of the influence of age and gender

    Master-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Jonathan Schnaider; David Härnsäter; [2015]
    Nyckelord :Taboo advertising; age; gender;

    Sammanfattning : Problem: Consumer characteristics have proved to be important influencers in how advertisements are perceived among consumers. Researchers have started to investigate if this assumption is valuable also in special and uncommon marketing strategies. A new field of research regarding advertising is the study of taboo themes. LÄS MER