IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02054908.html
   My bibliography  Save this paper

La nudité en publicité: Quelle influence sur l'attention portée à l'annonce et la fonction mémorielle de la marque?

Author

Listed:
  • Eric Lombardot

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Cette recherche valide à l'aide d'une expérimentation l'impact positif joué par la nudité en publicité sur l'attention portée à l'annonce, lorsqu'il s'agit d'un mannequin de sexe opposé au répondant. Il est également démontré que l'accroissement d'attention généré se répercute sur la mémorisation du nom de marque. Le processus de mémorisation mis à jour est avant tout émotionnel et souligne l'importance pour un annonceur d'avoir recours à une nudité ne suscitant pas de rejet.

Suggested Citation

  • Eric Lombardot, 2007. "La nudité en publicité: Quelle influence sur l'attention portée à l'annonce et la fonction mémorielle de la marque?," Post-Print hal-02054908, HAL.
    • Handle: RePEc:hal:journl:hal-02054908
    DOI: 10.1177/076737010702200401
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02054908. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.