Gender Effects in The Processing of Advertising
According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising. According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation.
More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumer's mood state.
Read more about this topic: Advertising
Famous quotes containing the words gender, effects and/or advertising:
“... lynching was ... a woman’s issue: it had as much to do with ideas of gender as it had with race.”
—Paula Giddings (b. 1948)
“Upon the whole, necessity is something, that exists in the mind, not in objects; nor is it possible for us ever to form the most distant idea of it, consider’d as a quality in bodies. Either we have no idea of necessity, or necessity is nothing but that determination of thought to pass from cause to effects and effects to causes, according to their experienc’d union.”
—David Hume (1711–1776)
“Now wait a minute. You listen to me. I’m an advertising man, not a red herring. I’ve got a job, a secretary, a mother, two ex- wives, and several bartenders dependent on me. And I don’t intend to disappoint them all by getting myself slightly killed.”
—Ernest Lehman (b.1920)