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)
“Whereas Freud was for the most part concerned with the morbid effects of unconscious repression, Jung was more interested in the manifestations of unconscious expression, first in the dream and eventually in all the more orderly products of religion and art and morals.”
—Lewis Mumford (1895–1990)
“The same people who tell us that smoking doesn’t cause cancer are now telling us that advertising cigarettes doesn’t cause smoking.”
—Ellen Goodman (b. 1941)