COR OU ESCOLARIDADE DE PERSONAGENS DE PROPAGANDA? PREFERÊNCIAS ENTRE UNIVERSITÁRIOS

COR OU ESCOLARIDADE DE PERSONAGENS DE PROPAGANDA? PREFERÊNCIAS ENTRE UNIVERSITÁRIOS

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The literature on the evaluation of characters in advertising shows that the identification of social groups with ethnics varies according to the investigated object. With the aim of contributing to this field a survey was carried out with 4200 university students, in order to identify their reactio...

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Bibliographic Details
Main Authors: Sérgio Luiz do Amaral Moretti, José Mauro C. Hernandez, Patricia Morilha Muritiba, Sérgio Muritiba
Format: Article
Language:English
Published: Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo 2011-08-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Racial identification in advertising
consumer behavior
assessment of the character in the advertisement
product evaluation
evaluation of the advertisement
Online Access:http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_S0034-75902011000500006.pdf

Internet

http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_S0034-75902011000500006.pdf

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