Gender Differences in the Perception of Advertising in Postmodern Era

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989592%3A15210%2F15%3A33154261" target="_blank" >RIV/61989592:15210/15:33154261 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Gender Differences in the Perception of Advertising in Postmodern Era

Original language description

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 andpostmodern 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.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

AH - Economics

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

International Science Index

ISBN

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ISSN

1307-6892

e-ISSN

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Number of pages

829

Pages from-to

826

Publisher name

World Academy of Science, engineering and Technology

Place of publication

Vancouver

Event location

Vancouver Canada

Event date

Aug 6, 2015

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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