![marlboro ad playboy april 1998 marlboro ad playboy april 1998](https://i.etsystatic.com/10779407/r/il/197182/1545481078/il_570xN.1545481078_66ou.jpg)
![marlboro ad playboy april 1998 marlboro ad playboy april 1998](https://41z6h24c86pu1h3m6x151ecm-wpengine.netdna-ssl.com/wp-content/uploads/2015/10/stevemcqueen-19-426x730.jpg)
Such illustrations are found for instance in ads for luxury products which are supposed to be sold on a worldwide level. Finally, limitations of this study are underlined and issues for further research are discussed.Īs advertisers search for a way to break through clutter and draw attention to their messages, the use of sexually attractive persons in advertising as well as shocking advertisement seems to be widespread. The highest Ab scores have been found in Mexico and Thailand whereas the lowest Ab scores have been measured with French subjects. Globally, sexual appealing ads generate higher Ab than fear appealing messages.
![marlboro ad playboy april 1998 marlboro ad playboy april 1998](https://pagesix.com/wp-content/uploads/sites/3/2019/01/kate-moss-playboy.jpg)
The findings revealed that all effects are statistically significant and that both the type of ad and the country where the data have been collected do have an effect on the attitude toward the brand (Ab). A univariate analysis of variance was performed with two main effects (country and type of ad) and one interaction effect. An experiment was conducted on a sample of 392 subjects (160 from France, 60 from Denmark, 100 from Thailand and 72 from Mexico).
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This exploratory study investigates the moderating influence of culture on the persuasiveness of fear appeal versus sexual appeal in advertising. Karine Gallopel, Maitre de Conferences, France Pierre Valette-Florence, Universite Pierre Mendes-France, France Virginie De Barnier, EDHEC Business School, France Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 140-150.Īsia Pacific Advances in Consumer Research VolPages 140-150Ī CROSS-CULTURAL STUDY OF THE PERSUASIVE EFFECTS OF SEXUAL AND FEAR APPEALING MESSAGES: A COMPARISON BETWEEN FRANCE, DENMARK, THAILAND AND MEXICO Virginie De Barnier, Virginie Maille, Pierre Valette-Florence, and Karine Gallopel (2005) ,"A Cross-Cultural Study of the Persuasive Effects of Sexual and Fear Appealing Messages: a Comparison Between France, Denmark, Thailand and Mexico", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds. Finally, limitations of this study are underlined and issues for further research are discussed. ABSTRACT - This exploratory study investigates the moderating influence of culture on the persuasiveness of fear appeal versus sexual appeal in advertising.