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| Author: | Chang, C. |
| Title: | Cultural masculinity/femininity influences on advertising appeals |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 315-323 |
| Index terms: | advertising culture consumers Asia USA |
| Language: | eng |
| Abstract: | This paper explores the question of whether masculinity/femininity at the cultural level can influence responses to advertisements (here as: ad/ads) employing image and utilitarian (here as: utlr.) appeals. It is shown that participants (as: parts.) from the United States (U.S.), as a predominantly (as: prd-ly.) "masculine" culture, liked the utlr. appeal ad better, rating it more believable than the image appeal ad. In addition, they also liked the image appeal ad more, finding it more believable when it was preceded by a utlr. appeal ad than when it came first. In contrast, Taiwanese parts., as a prd-ly. "androgynous" culture, responded equally well to both ad appeal types, and presentation order did not influence their evaluations. Ethnographic interviews were included to provide emic perspectives from consumers. |
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