DOI: 10.17265/2159-5542/2012.08.002
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S. Thiyagarajan, P. Shanthi, G. Naresh

Abstract: Sex appeal is on its way to pop up Indian advertising industry and its impact on the target audience's perception has gained less academic attention. The question which seems to be less addressed in literature is that sex appeal will be an effective and a worthy tool of promotion in a market place, like India where stringent regulatory measures are in place and controversies and bans over such appeal in ads (advertisements) are quite common. The present study investigated the youth's general perception toward…

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