Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Outdoor Advertising and Gender Differences: Factors Influencing Perception and Attitudes
Stockholms universitet, Humanistiska fakulteten, Institutionen för mediestudier, JMK.
2015 (engelsk)Independent thesis Advanced level (degree of Master (Two Years)), 20 poäng / 30 hpOppgave
Abstract [en]

The thesis examines attitudes towards outdoor advertising, with strong emphasis on gender-based differences. The research intends to reveal the most influencing factors, including gender, format, different images and recall. Earlier researchers have argued that females are inclined to rate advertisements more positively than men. Five different, but interconnected studies, one content analysis and four surveys, were implicated in order to measure the responses to advertising. It is further suggested that positive attitude towards outdoor advertising affects the purchase intent. The theme of sexualised advertising is also discussed within this research. After detailed examination of the advertisements in the centre of St. Petersburg it was concluded that females’ rating is considerably more positive compared to males in the situation of high processing opportunity. However, men were more positive when respondents were asked about more general attitudes to outdoor advertising. Recall of advertising was studied within the field settings and showed that women indeed demonstrate better visual memory. Such factors as format, content were proved to have influence on the recall. In addition, different visual preferences were tested within one study. The findings prove that gender differences in perception of outdoor advertising do exist and should be taken into consideration by advertisers in order to raise the effectiveness of advertising campaigns.

sted, utgiver, år, opplag, sider
2015. , s. 86
Emneord [en]
outdoor advertising; attitudes towards advertising; gender differences; recall of advertising
HSV kategori
Identifikatorer
URN: urn:nbn:se:su:diva-120367OAI: oai:DiVA.org:su-120367DiVA, id: diva2:852070
Veileder
Examiner
Tilgjengelig fra: 2016-02-16 Laget: 2015-09-07 Sist oppdatert: 2016-02-16bibliografisk kontrollert

Open Access i DiVA

fulltext(2419 kB)575 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 2419 kBChecksum SHA-512
d633a4d6489c9b2eed2f50c727761574442f966baad87c143f84687c20f6f51a3e54e0659e7c011167fa536553106f2639337b5cbe49e84c6f2ecb2e54a52d34
Type fulltextMimetype application/pdf

Søk i DiVA

Av forfatter/redaktør
Belinskaya, Yulia
Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 575 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 1711 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf