Behavioral Effects of Sex Appeals in Advertising. Advertising Bruno Banani To German and Indian Buyers

Lars Schaefer

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Seminar paper from the year 2021 in the subject Social Studies (General), grade: 1,8, University of Applied Sciences Worms, langu...

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Seminar paper from the year 2021 in the subject Social Studies (General), grade: 1,8, University of Applied Sciences Worms, language: English, abstract: The proposed study is to show how people in Germany and India receive the sexual appeal of Bruno Banani's advertisements and what the effect on the viewer is. This leads to the main question of this research, which is how people respond to the sexual appeals in advertisements and how it affects their purchasing behavior. To answer this question, the author is going to analyze the market of Bruno Banani products and customer needs. Several studies already concluded that using sexual appeals seems to be most effective when sexuality is related to the product itself.