P/M/358. Dissertation. Exploitation of sexual images in advertising

The dissertation explores the use of emotional appeals in advertising focusing on the exploitation of sexuality as a means to attract consumers to buy the products. The evaluation of the brand on the basis of visual sexual stimuli is subject to analysis. The author uses a combination of primary research methods (questionnaires) and secondary methods of data collection (a comprehensive review of literature on the problems of advertising, psychology and semiotics). The effectiveness of implicit sexual imagery over explicit sexual imagery for advertising purposes is argued. Recommendations are made about the ways of improving advertising techniques.