Heuristic approach to understanding sexual symbolism in advertising.
Goh, Wee Ni.
Han, Li Ann.
Yeo, Nancy Mei Ling.
Date of Issue1999
College of Business (Nanyang Business School)
This research has as its objective the verification that phallic symbolism in advertisements does appeal to consumers on a subconscious level if, and only if, the setting of the advertisement is an appropriate, romantic setting. We report two studies; a preliminary and a main, cross-cultural study, and evaluate the effectiveness of the embedded sexual materials in advertisements. Finally, conclusions are drawn based on the research findings.
Final Year Project (FYP)
Nanyang Technological University