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The present study uses a causal-modeling approach to evaluate an experimental manipulation of female nudity in print advertising. A hypothetical model which includes a multi-dimensional structure of arousal acting as an intervening factor between the ad nudity stimulus and resulting cognitive impressions of the ad is proposed.
The lend particular insight into the complex underpinnings of the psychophysiological response to female nudity in advertising. Important theoretical implications and future research directions are discussed.
As the premier journal devoted to the development of advertising theory and its men to practice, The Journal of Advertising women as a nudist forum where ideas about advertising can be expressed and debated. The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
Request Permissions. Michael S. LaTour, Robert E. Pitts and David C. Journal of Advertising.
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Ability to save and export citations. Custom alerts when new content is added. Abstract The present study uses a causal-modeling approach to evaluate an experimental manipulation of female nudity in print advertising. Journal Information As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated.