Generally, non-tattooed individuals assign less favorable characteristics to individuals with tattoos. This generalization tends to exclude celebrities, professional athletes, musicians, and others who pursue non-traditional professions. However, present research has largely neglected to consider whether or not the general opinion of tattoos can have an effect on the perception of an entire brand. The objective of the present study was to determine if the presence of a tattoo in a mock advertisement would affect the way an individual would evaluate the brand itself as well as its brand representative (i.e. the tattooed individual shown in the advertisement). Questionnaires were distributed and completed by 206 undergraduate students enrolled in a public university. The mock advertisements used focused on the university’s health clinic, located on campus. Participants were asked to evaluate the presentation of the brand in one advertisement and then to evaluate the skill and likeability of the brand representative featured in the second advertisement. The control group was not exposed to any tattoo stimuli, and the two experimental groups were exposed to varying degrees of tattoo visibility. The results demonstrated that while there was no difference in the way the control group and each experimental group perceived the advertisements, there was a significant difference in the way the two experimental groups (exposed to the tattoo stimuli) perceived the advertisements.
|Advisor:||Ferguson, Alice C.|
|Commitee:||Davie, William R., Kim, Do K.|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 56/02M(E), Masters Abstracts International|
|Keywords:||Advertising, Branding, Tattoos|
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