Percorrer por autor "Gryc, Julia Karolina"
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- How emotions and gender stereotypes shape advertising effectivenessPublication . Gryc, Julia Karolina; Fernandes, DanielNowadays, people are exposed to large extent to advertisement, whether through online channels or printed ads. Due to such an exposure marketers try their best to encourage consumers to make a purchase. To obtain such a result, marketers apply several emotions in their ads to evoke a specific feeling in viewers. The range of emotions used in advertisement goes from humour to disgust, sadness or even shock. Moreover, very often gender stereotypes and portrayals are applied in advertisement, either as being reinforced or challenged. Those tactics can be successful, however it is relevant how are they are applied and if they are targeting specific gender, as women and men tend to react differently as they do not experience emotions in a same way and have different attitudes towards stereotypes. To understand what the difference between men and women is this paper uses an online questionnaire to analyse how consumers react to nine ads, using different emotions and stereotypes. Findings suggest that women experience stronger emotional reactions to all types of the emotions and are more sensitive towards stereotypes which affects their attitude towards the brand. On the other hand, results showed that men do not attribute high relevance to type of the emotion or stereotype but focus more on the product. This research is a further contribution to analysis how genders are impacted by advertisement and its tools.