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Sexy vs. Funny: Ad Persuasiveness Explored by Ginny Sidi is a document available to read on EtoBox.

What is Sexy vs. Funny: Ad Persuasiveness Explored about?

The document discusses two experimental studies that aimed to disentangle the persuasive effects of pleasure and arousal across sex and humor appeals in advertising. The studies examined how different levels of pleasure (moderate, high) and arousal (moderate, high) influenced attitudes and purchase intentions for sexual and non-sexual appeals. In Study 1, sexual, humorous and control appeals were matched on pleasure levels. Study 2 used sexual and control appeals matched on both arousal and pleasure levels.

Author

Ginny Sidi

Language

EN