%0 Journal Article
	%A J. Zavodny Pospisil and  L. S. Zavodna and  K. Cerna
	%D 2015
	%J International Journal of Psychological and Behavioral Sciences
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 104, 2015
	%T Gender Differences in the Perception of Advertising in Postmodern Era
	%U https://publications.waset.org/pdf/10003062
	%V 104
	%X 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.
	%P 2951 - 2955