publication . Bachelor thesis . 2015

Outdoor Advertising and Gender Differences : Factors Influencing Perception and Attitudes

Belinskaya, Yulia;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: Stockholms universitet, JMK
  • Country: Sweden
Abstract
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 det...
Subjects
free text keywords: outdoor advertising; attitudes towards advertising; gender differences; recall of advertising
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