政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/48410

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/48410

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題名:	Cultural masculinity/femininity influences on ad appeals
作者:	張卿卿 Chang, Chingching
日期:	2006-12
上傳時間:	2010-11-22 20:36:23 (UTC+8)
摘要:	This study explored the question of whether masculinity/femininity at the cultural level can influence responses to advertisements employing image and utilitarian appeals, presumably through its effect on individual-level self-construals with regard to masculinity/femininity. An experiment showed that participants from the United States, considered to be a predominantly “masculine” culture, liked the utilitarian appeal advertisement better and rated it more believable than the image appeal advertisement. In addition, they liked the image appeal advertisement more and found it more believable when it was preceded by a utilitarian appeal advertisement than when it came first. In contrast, participants from Taiwan, considered a predominantly “androgynous” culture, responded equally well to both advertising appeal types, and presentation order did not influence their evaluations. Ethnographic interviews were included to provide emic perspectives from consumers, depicting the subjective significance of experiences for consumers in both cultures. Cultural masculinity/femininity appears to be an important factor to consider when formulating advertising appeals.
關聯:	Journal of Advertising Research, 46(30), 315-323
資料類型:	article
DOI 連結:	http://dx.doi.org/10.2501/S0021849906060296
DOI:	10.2501/S0021849906060296
顯示於類別:	[廣告學系] 期刊論文

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檔案	描述	大小	格式	瀏覽次數
315-323.pdf		795Kb	Adobe PDF2	775	檢視/開啟

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