Gender Differences in the Perception of Advertising in Postmodern Era
The goal of this paper is to identify the main
differences in the way men and women perceive TV ads. This paper
is based on a research project conducted partly as a review of relevant
papers, which deals with gender influence on the cognitive process
and postmodern perception of advertising. In addition to that,
qualitative research was conducted by means of interviews and
structured questionnaires. Furthermore, data acquired from the
research were used to evaluate our objectives and hypotheses. The
goal of this paper is to compare women's and men's perception of
advertisement. Although women are able to perceive more details
than men, men are more susceptible to sexual appeals in advertising.
Significant differences were also found in the perception of sexual
appeals in the context of gender.
[1] H. Marikova, "Gender! Co to znamena?", Socioweb.cz (July 2012),
accessed March 22, 2014, http://www.socioweb.cz/index.php?
disp=temata&shw=225&lst=103.
[2] J. Vysekalova, Emoce v marketingu. Praha: Grada Publishing, 2014.
[3] H. Kubatova, Sociologie zivotniho zpusobu. Praha: Grada Publishing,
2010, p. 235.
[4] M. Ingalhalikar, A. Smith, D. Parker, T. D. Satterthwaite, M. A. Elliott,
K. Ruparel, H. Hakonarson, R. E. Gur, R. C. Gur, and R. Verma, Sex
differences in the structural connectome of the human brain. PNAS, vol.
111, no. 2, January 2014, pp. 823-828.
[5] R. Bacuvcik, Zena a muz v marketingove komunikaci. Zlín: VeRBuM,
2010, p. 41.
[6] J. Vysekalova and R. Komarkova, Psychologie reklamy. Praha: Grada
Publishing, 2002, pp. 89–102.
[7] K. D. Vohs, J. Sengupta and D. W. Dahl. The Price Had Better Be Right
Women’s Reactions to Sexual Stimuli Vary with Market Factors.
Psychological science, Vol. 25(1) 278–283, January 2014.
[8] Diet Coke's Sexy 'Gardener' Ad Is a Viral Hit, Youtube.com accessed
April 20, 2015, https://www.youtube.com/watch?v=PwYCvTpYMCA
[1] H. Marikova, "Gender! Co to znamena?", Socioweb.cz (July 2012),
accessed March 22, 2014, http://www.socioweb.cz/index.php?
disp=temata&shw=225&lst=103.
[2] J. Vysekalova, Emoce v marketingu. Praha: Grada Publishing, 2014.
[3] H. Kubatova, Sociologie zivotniho zpusobu. Praha: Grada Publishing,
2010, p. 235.
[4] M. Ingalhalikar, A. Smith, D. Parker, T. D. Satterthwaite, M. A. Elliott,
K. Ruparel, H. Hakonarson, R. E. Gur, R. C. Gur, and R. Verma, Sex
differences in the structural connectome of the human brain. PNAS, vol.
111, no. 2, January 2014, pp. 823-828.
[5] R. Bacuvcik, Zena a muz v marketingove komunikaci. Zlín: VeRBuM,
2010, p. 41.
[6] J. Vysekalova and R. Komarkova, Psychologie reklamy. Praha: Grada
Publishing, 2002, pp. 89–102.
[7] K. D. Vohs, J. Sengupta and D. W. Dahl. The Price Had Better Be Right
Women’s Reactions to Sexual Stimuli Vary with Market Factors.
Psychological science, Vol. 25(1) 278–283, January 2014.
[8] Diet Coke's Sexy 'Gardener' Ad Is a Viral Hit, Youtube.com accessed
April 20, 2015, https://www.youtube.com/watch?v=PwYCvTpYMCA
@article{"International Journal of Business, Human and Social Sciences:71550", author = "J. Zavodny Pospisil and L. S. Zavodna and K. Cerna", title = "Gender Differences in the Perception of Advertising in Postmodern Era", abstract = "The goal of this paper is to identify the main
differences in the way men and women perceive TV ads. This paper
is based on a research project conducted partly as a review of relevant
papers, which deals with gender influence on the cognitive process
and postmodern perception of advertising. In addition to that,
qualitative research was conducted by means of interviews and
structured questionnaires. Furthermore, data acquired from the
research were used to evaluate our objectives and hypotheses. The
goal of this paper is to compare women's and men's perception of
advertisement. Although women are able to perceive more details
than men, men are more susceptible to sexual appeals in advertising.
Significant differences were also found in the perception of sexual
appeals in the context of gender.", keywords = "Advertising, consumer, emotion, gender, psychology
of advertising.", volume = "9", number = "8", pages = "2951-5", }