The effects of advertising models for age-restricted products and self-concept discrepancy on advertising outcomes among young adolescents (original) (raw)

Tweens Perception of Advertising Using an Older Cognitive Age

Proceedings of the First International Conference on Technology and Educational Science, 2019

Cognitive age is people’s perception of the age which is younger or older than their chronological age. This research investigated whether tween had a cognitive age perception. Based on their cognitive, tweens have not been able to understand the concept of a cognitive age, because their cognitive development is still in a concrete operational phase, contrary from social view they are capable. The major purpose of this research was to test tweens and determine if they can be influenced by ads using a cognitive age concept. Data was collected from 115 tween boys and 95 tween girls (1112 years old). This study used experimental design 2 (cognitive age: congruent versus incongruent) x 2 (ad model: male versus female) x 2 (age of model: peer versus older).This study proved that tweens have a perception of the cognitive age. The desire to have products in tween boys and girls is equally aroused by congruence with older advertising models. The desire to evaluate products differs between t...

CHRONOLOGICAL AGE VERSUS COGNITIVE AGE FOR YOUNGER CONSUMER

This study explores the influence that the congruency between the perceived age of advertising models and consumers' cognitive and chronological ages has on younger consumers' responses to advertising. Findings showed that a high congruency between the model's perceived age and the consumer's cognitive age predicted higher degrees of "for-me" perceptions, perceived affinity between the self and the brand, brand evaluation involvement, self-referencing, and positive brand attitudes. Most important, mediation analyses demonstrated that the congruency between the perceived model age and consumer cognitive age influenced brand attitudes via its influence on "for-me" perceptions, perceived self-brand affinity, brand evaluation involvement, and self-referencing. In contrast, a high congruency between the model's perceived age and the consumer's chronological age predicted a higher degree of "for-me" perceptions, but did not predict greater levels of perceived affinity, brand evaluation involvement, self-referencing, or positive brand attitudes.

Advertisements: interpreting images used to sell to young adults

Journal of Fashion Marketing and Management, 2008

Purpose-The purpose of this study is to identify images used in advertising directed toward young adults, investigate what young adults thought of these images, and explore how young adults used these images. Design/methodology/approach-A content analysis of 674 apparel and cosmetic advertisements located in four fashion magazines (Elle Girl, Seventeen, YM, and TeenVogue) resulted in eight categories. Participants (n ¼ 32) viewed advertisements representative of the categories and answered questions related to their thoughts about the model depicted in the advertisement and their use of the images. Findings-Participants' used the models as a point of comparison. Participants primarily commented on their own weight relative to the thin models and expressed a need to lose weight to appear like them. With two categories of advertisements depicting average weight models participants noted that the model appeared realistic. However, they did not draw comparisons between themselves and these models. Research limitations/implications-Young adults do make comparisons between themselves and models used in fashion advertising. These comparisons were primarily downward. Use of average-sized models may not be a solution to negative impacts on body image, as these participants did not make use of the average-sized models as a point of comparison. Originality/value-Young women do compare themselves with models used in advertising. They recognize average weight women in advertising but do not make the same types of comparisons with these models, suggesting that the use of average weight models may be a solution to advertising's impact on developing negative body images in young adults.

Gender and Age Differences in the Importance of Physical Attractiveness: Advertising Presentations and Motives For Comparison For Pre-Adolescent Children

GCB - Gender and Consumer Behavior Volume, 1996

The study investigates the importance of physical attractiveness across the sexes, focusing on possible differences in the motives for social comparison held by first andfifth grade males andfemales when they view advertisements with attractive models. In-depth interviews were conducted with 90 children, and differences across both sex and age were observed. Younger females and males in both age groups were less likely to compare socially at all, in large parr due to less similarity being perceived between themselves and the models. Self-evaluation (with the commonly associated negative consequences, i.e., loss of self-esteem) was observed only infith grade females. SeY-evaluation among younger children was more positive, as the perceived similarity to models represented their "'growing up." Selfimprovement for young children consisted more of "hiving" the products advertised, rather than in improving one's physical body. SeU:enhancemeru was observed frequently, though in a milder form than discussed in previous literature, as children frequently denigrated certain aspects of the advertisements in apparent attempts to maintain serf-esteem.

When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers

Journal of Consumer Research

How do social cues in the immediate environment affect older consumers' tendency to feel younger? And what is the impact of this tendency on consumption? This research investigates the malleability of older consumers' feel-age and the underlying mechanisms by focusing on the influence of contextual social cues and the downstream effects on consumption behavior. Five studies provide evidence that the mere presence of young social cues triggers an identity threat for older consumers; and feeling younger is a way to protect the self from negative stereotypes associated with aging. By contrast, young consumers are relatively immune to age-related social cues. Whereas the presence of young social cues magnifies older consumers' tendency to feel younger, this effect is attenuated when the young social cues are less desirable or when the older consumers possess higher self-esteem. The greater tendency to feel younger in the presence of young social cues increases older consumers' choice of contemporary over traditional products, especially among those with lower self-esteem. Theoretical insights and practical implications are discussed.

Attitudes Towards Ads and Age. A Study in Seniors

Older adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items.

Advertising Challenges in the Ageing Society: The Preferences of the Regular Gym-goers towards Age Portrayals in Advertising

Romanian Journal of Communication and Public Relations, 2018

Research studies from various disciplines including sociology, psychology, social psychology, marketing, advertising and media research have analyzed the representation of old-aged people in advertising, as well as the consumers’ habits of a targeted population aged 50 and over. Despite the availability of data on inappropriate depiction of seniors in media (including advertising), little research has been done so far to understand which are the seniors’ preferences regarding their portrayal in certain advertising campaigns. The aim of the current study was to explore the preferences of middle-aged adults toward the representation of old age in advertising. Specifically, we tested whether there is a relationship between the preferences of Romanians gym-goers (45-60 years) on age-related advertising and their body image. The results showed that the middle-aged adults prefer models that do not necessary match their age, that is the young older model. Our data also revealed that the ch...

The Denial of Aging in American Advertising: Empowering or Disempowering?

The International Journal of Aging and Society, 2013

This article examines marketing literature on portrayals of older adults in American television and magazine advertisements and-taking into account audience-specific portrayals-identifies two distinct forms of aging denial: the explicit aging denial present in anti-aging advertisements primarily targeted to a middle-aged and younger market, and the more subtle aging denial present in the images of positive "agelessness" promoted to an older audience. A close reading of Botox advertising campaigns reveals the disempowerment of this first form of aging denial. However, the authors-coming from different disciplines, generations and genders-present contrasting perspectives on the value of the aging denial present in positive "ageless" portrayals and suggest directions for needed future research.