Commenced in January 2007
Paper Count: 31108
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.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1110351Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2116
 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.
 J. Vysekalova, Emoce v marketingu. Praha: Grada Publishing, 2014.
 H. Kubatova, Sociologie zivotniho zpusobu. Praha: Grada Publishing, 2010, p. 235.
 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.
 R. Bacuvcik, Zena a muz v marketingove komunikaci. Zlín: VeRBuM, 2010, p. 41.
 J. Vysekalova and R. Komarkova, Psychologie reklamy. Praha: Grada Publishing, 2002, pp. 89–102.
 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.
 Diet Coke's Sexy 'Gardener' Ad Is a Viral Hit, Youtube.com accessed April 20, 2015, https://www.youtube.com/watch?v=PwYCvTpYMCA