Experimental Results Concerning the Affect of the Female Model in Television Commercials on Product and Brand Recall

Abstract

This paper investigates the role of the female model in television commercials through a random factorial designed experiment. The paper is organized first to review the literature on attention and the research on sexual appeals in advertising; second, to suggest from the review several hypotheses for testing; and third, to detail the experimental research procedures. Last, the results are presented and implications suggested for advertising strategy.