| The main purpose of this article is to discuss different psychological effects of advertisements which are shown to the audience of different genders. In the summary, we reviewed the previous related research on gender differences, and then discussed what we could learn from the theory. We also pointed out the significance of gender differences in advertisement.In order to analyze how the gender of the audience affects the advertisement psychological results, we picked out the main factors of psychological effect in advertisement and worked out A Scale to Assess the Advertisement Psychological Effect of College Students. When classifying the types of advertisement, we focused on two important factors: the category of commodities and the gender of the image representatives in an advertisement.In this article, we compared different effect of advertisement for male and female audiences through a series of experiments. In the first experiment, it turned out that, without an image representative, male and female testees have different psychological effects for the advertisement of a product with strong gender orientation. However, no evident differences were found for the commodities which are not served for any particular gender. The second experiment showed that: when the sex of the image representative in an advertisement is in conformity with the gender orientation of the commodity and the gender of the testee, the advertisement can achieve the best psychological effect. When the sex of the image representative in an advertisement is inconformity with the gender orientation of the commodity, both male and female put up a preferable advertisement psychological effect. In contrast, if the sex of the image representative and the sex orientation of the commodity are not the same, the effect will be reduced accordingly. In the last experiment, when both male and female image representatives show up at the same time, the result is almost the same as that of the first experiment.Lastly, we pointed out the significance and weak points of this research work, and what we could do in further research. |
