Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore
Bro-tect Your Skin is an applied communications research project presenting a new area of study in sunscreen marketing research. We test the effectiveness of advertising messaging trends—language variation (Singlish or Standard English) and attribute type (hedonic or utilitarian)—in enhancing sunscr...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2024
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/174396 |
| _version_ | 1811683152680189952 |
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| author | Lim, Jocelyn Yan Jia Chan, Grace Wen Min Puan, Xin Goh, Charmaine Chan Mi |
| author2 | Sonny Ben Rosenthal |
| author_facet | Sonny Ben Rosenthal Lim, Jocelyn Yan Jia Chan, Grace Wen Min Puan, Xin Goh, Charmaine Chan Mi |
| author_sort | Lim, Jocelyn Yan Jia |
| collection | NTU |
| description | Bro-tect Your Skin is an applied communications research project presenting a new area of study in sunscreen marketing research. We test the effectiveness of advertising messaging trends—language variation (Singlish or Standard English) and attribute type (hedonic or utilitarian)—in enhancing sunscreen perception among young male adults in Singapore. For our main study, we recruited 346 male participants aged between 18 and 25 years from 11 tertiary education institutions in Singapore over three weeks. Our study used a 2 (Singlish vs Standard English) x 2 (hedonic vs utilitarian) between-subjects, pre-test/post-test experimental design to test our hypotheses. Each participant answered a questionnaire and viewed one of four variations of a sunscreen advertisement. A pilot test (n = 40) was conducted to identify the most hedonic and utilitarian attributes of sunscreen to be used in the development of four versions of the advertisement. As our findings did not support our hypotheses, we are unable to discuss the validity of our arguments and its theoretical implications. Our non-findings could be attributed to limitations in measures, stimulus design, and participant control. This paper presents factors that future studies on similar topics should consider to obtain more meaningful findings and advance the understanding of the field. |
| first_indexed | 2024-10-01T04:08:12Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/174396 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:08:12Z |
| publishDate | 2024 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1743962024-03-31T15:34:35Z Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore Lim, Jocelyn Yan Jia Chan, Grace Wen Min Puan, Xin Goh, Charmaine Chan Mi Sonny Ben Rosenthal Wee Kim Wee School of Communication and Information sonnyrosenthal@ntu.edu.sg Other Sunscreen marketing Stereotype content model Language variation Attribute type Hedonic Utilitarian Bro-tect Your Skin is an applied communications research project presenting a new area of study in sunscreen marketing research. We test the effectiveness of advertising messaging trends—language variation (Singlish or Standard English) and attribute type (hedonic or utilitarian)—in enhancing sunscreen perception among young male adults in Singapore. For our main study, we recruited 346 male participants aged between 18 and 25 years from 11 tertiary education institutions in Singapore over three weeks. Our study used a 2 (Singlish vs Standard English) x 2 (hedonic vs utilitarian) between-subjects, pre-test/post-test experimental design to test our hypotheses. Each participant answered a questionnaire and viewed one of four variations of a sunscreen advertisement. A pilot test (n = 40) was conducted to identify the most hedonic and utilitarian attributes of sunscreen to be used in the development of four versions of the advertisement. As our findings did not support our hypotheses, we are unable to discuss the validity of our arguments and its theoretical implications. Our non-findings could be attributed to limitations in measures, stimulus design, and participant control. This paper presents factors that future studies on similar topics should consider to obtain more meaningful findings and advance the understanding of the field. Bachelor's degree 2024-03-28T05:18:30Z 2024-03-28T05:18:30Z 2024 Final Year Project (FYP) Lim, J. Y. J., Chan, G. W. M., Puan, X. & Goh, C. C. M. (2024). Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/174396 https://hdl.handle.net/10356/174396 en CS/23/010 application/pdf application/pdf Nanyang Technological University |
| spellingShingle | Other Sunscreen marketing Stereotype content model Language variation Attribute type Hedonic Utilitarian Lim, Jocelyn Yan Jia Chan, Grace Wen Min Puan, Xin Goh, Charmaine Chan Mi Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore |
| title | Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore |
| title_full | Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore |
| title_fullStr | Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore |
| title_full_unstemmed | Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore |
| title_short | Bro-tect your skin: an applied research study on sunscreen usage amongst men in Singapore |
| title_sort | bro tect your skin an applied research study on sunscreen usage amongst men in singapore |
| topic | Other Sunscreen marketing Stereotype content model Language variation Attribute type Hedonic Utilitarian |
| url | https://hdl.handle.net/10356/174396 |
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