| Objectives:Nowadays,advertising endorsement has become an important means of enterprise marketing.The effect of advertising endorsement directly affects the interests of enterprises.There are more and more researches on advertisement spokespersons.The focus of the early research is to explore which spokespersons are effective and what characteristics the appropriate spokespersons should have.Based on matching theory,this study aims to investigate the influence of gender characteristics of spokespersons and gender matching of products on advertising effect.Methods:This study was divided into two experiments of mixed design,and then combined with the ad effect evaluation questionnaire to measure the ad effect.The selected spokespersons are celebrities.And the tested subjecets are college students.The independent variables of this study are advertising spokespersons type(gender stereotypes,anti-gender stereotypes)and product gender(male,female,neutral),and the dependent variable is advertising effects,which divided into two dimensions(advertising attitude and purchase intention).Results:The experimental results showed that:(1)The main effects of the type of spokesmen are not significant in the attitude of advertisement and the Purchase intention In the two experiments.(2)In the case of male endorsement,the main effect of product gender is not significant in advertising attitude,but in purchase intention;In the case of female endorsement,the main effects of the product gender are significant both in advertising attitude and purchase intention.(3)The interaction between the type of spokesperson and the gender of the product is significant.Conclusion:The gender characteristics of the spokesperson should match the degree of product gender.It has a great influence on the advertising effect.When selecting spokespersons for advertising,companies should pay attention to whether the gender characteristics of spokespersons match the gender of products. |
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