Advertsing Articles 2022 (original) (raw)
VERBALIZATORS VERSUS VISUALIZATORS – EFFECTS OF ADVERTISING INFLUENCE OF COSTUMER’ BEHAVIOUR Lyubomira Spasova ABSTRACT: The aim of the research article is to study the achieved effects of the influence of verbal and visual components of advertisements, according to the segmentation of users of verbalizers and visualizers. The survey covers 316 respondents aged 18 to 65, participating voluntarily and anonymously. The questionnaire of A. Richardson (1977) Verbalizer-Visualizer Questionnaire (VVQ) is attached, which found differences in the studied effects. The main verbal and visual components in advertisements were measured in relation to the segmentation of the respondents into verbalizers and visualizers, and a very strong dependence on the visual effects in individual advertising media was found, which is confirmed by the results of other studies. There is a high degree of influence of advertisements with bright images, as well as advertisements with stereotypical images in the visualizers. In contrast, verbalizers respond positively to the central position of the text, as well as to inscriptions above figures. Keywords: VVQ, Visual/verbal advertising effects. GENDER STEREOTYPES IN ADVERTISEMENT AND MALE AND FEMALE REACTANCE TO GENDER PORTRAYALS Lyubomira Spasova ABSTRACT: This research paper reviews gender stereotypes in advertising, which have been changing over the years but also have a targeted impact. The current pilot study shares vision of the negative effects of gender stereotypes in advertising, as well as the rejection of the extremely beautiful images present in mass advertising. Factor influences of some elements of the gender stereotypes and the respondents’ gender are verified, and basic dependencies are established through Varimax rotation. The results of the present study show that traditional understanding of gender roles related to male and female attachment and the importance of each gender increases the level of consumers’ confidence, with the surveys targeted at both genders. Reducing the reactance to sexy and muscular images in advertising shows an increase in positive subjective assessment of users of both genders. Keywords: gender stereotypes, reactance, gender portrayals vs. roles
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