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Outdoor Advertising and Gender Differences: Factors Influencing Perception and Attitudes
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2015. , 86 p.
Keyword [en]
outdoor advertising; attitudes towards advertising; gender differences; recall of advertising
National Category
Communication Studies Media Studies
URN: urn:nbn:se:su:diva-120367OAI: diva2:852070
Available from: 2016-02-16 Created: 2015-09-07 Last updated: 2016-02-16Bibliographically approved

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