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Essay / Research Paper Abstract
During the 1980's and 1990's it was generally accepted that the use of sexual images or suggestion could have a very positive influence in advertising campaigns. In more recent year this approach has been questioned, many studies have taken place, some indicating that the use of sex has changed other reach the conclusion that sex is not long such a persuasive tool. This 17 page paper looks at the question 'does sex sell?' using a comprehensive literature review and providing an outline for a full dissertation. The bibliography cites 17 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEsexsell.rtf
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Unformatted sample text from the term paper:
those who are undertaking the development of marketing campaigns. There have been many traditional approaches to advertising, the using of an attractive model, the use of desire and aspiration and
one of the more controversial approaches has been the use of sex to sell products. The objective behind this project will be
to assertion if, and to what extent, sex in advertising can be used to sell goods by looking at how sex is used and the way it is used as
well the level of sexual images of suggestion which is seen in todays advertising. 2. Rational For Study Advertising is important to the success of subsequent sales. Advertising is a
major tool used to inform the potential target market of an existence of a product or service and may then help communication the perceived benefits, which may be physical characteristics
or associations. The amount that is spent on advertising is also a great deal. In 2003 the total expenditure on advertising in the UK was ?17.1 billion an increase of
2% on 2002 (Euromonitor, 2004). In the US there is also a growth and a high level of expenditure, with a market value of $256.1 billion an increase of 5.6%
on 2002. Therefore, research that may indicate better ways of using advertising budgets will be of value to the marketing industry. This may support the use of using sexual images
and desire in advertising, or, if the finding of the research as that there is a consumer weariness of the use of sex then the research may also help the
advertising industry by allowing more effective marketing and advertising to be designed avoiding the approaches that may be less effective. 3. Literature Review There are many aspects of a study
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