【摘要】 本研究是为了检验关于东西方文化造成的性诉求中美丽和性感建构的两种方式的假设。本实验是对166名在校大学生对分别对两种诉求方式和两种商品的共六种广告进行态度测量,实验结果表明:通过面孔进行性诉求的广告在引致消费者的广告态度,品牌态度和购买意向均显著优于非性诉求和通过身体进行性诉求的广告。本研究意义在于对广告制作方式的选择提供说服效果的证据。更多还原

【Abstract】 This research tests the hypothesis concerning two ways to construct beauty in sexual appeal advertising.This experiment examines the 166 college students’ attitude toward advertising,brand and purchase intention towards two categories of products with sexual appealing through face,body and nonsexual appealing.The result shows that the sexual appealing advertisement through face leads to more significantly favorable advertising attitude,brand attitude and purchase intention than through body and nonsexual appealing.更多还原