#4001. Got a Spark with Brook? Engaging Consumers in a Sexual Health Campaign through the Use of Creative (Metaphorical) Double Entendres

September 2026publication date
Proposal available till 20-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Linguistics and Language;
Communication;
Experimental and Cognitive Psychology;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №4001.1 Contract №4001.2 Contract №4001.3 Contract №4001.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
This article describes a study conducted in collaboration with a marketing agency and a nonprofit organization (NPO) providing regional sexual health services. The study investigated the relative effectiveness of different formulations of double entendres on appeal, humor, the likelihood of social media engagement, and intention to seek more information about sexually transmitted infections (STIs). Advertisements containing double entendres were significantly more appealing and humorous if: (1) the grammatical formulation did not cue the intended meaning; (2) the double entendre involved a creative metaphorical expression; and (3) the double entendre referred to the middle part of the sexual scenario, referring to action rather than intent or result. The marketing agency incorporated our findings into their live campaign, which resulted in a notable increase in: (a) website traffic and social media engagement; (b) STI home-testing kits ordered; and (c) STI kits returned for testing, compared with previous campaigns.
Keywords:
Sexual health services; sexually transmitted infections; social media; marketing

Contacts :
0