| Summary: | The use of sexual information in advertising has maintained a presence since advertising’s beginning. Indeed, Sexual appeals as a main technique in advertisement, it has been extensively used in mainstream consumer advertising. However, most of researchers focus on how sexual appeals advertisements can influence on consumers. Only a few of them pay more attention to providing suggestion for marketers which could help them better use sexual appeals in their own advertisement.
The main objective of this dissertation is to explore Chinese consumers’ perception and attitude of sexual appeals around advertising, and then help marketer better use of sexual information in order to persuade consumers in Chinese market. This research will focus on what consumer know about sexual information in advertising, how they feel about sexual advertisement and how they response to those advertisements. After that, this research will provide market planner with more suggestions and perspectives and help them understand consumers’ attitude and respondent toward sexual appeals in advertisements. And thus, marketers can better use sexual elements to attract consumers’ attention, enhance brand awareness and strengthen purchase intention.
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