IDEAS home Printed from https://ideas.repec.org/a/icb/wpaper/v2y2015i164-69.html
   My bibliography  Save this article

Gender in Advertisements. Male/Female Perception of one Controversial Romanian Antismoking Ad

Author

Listed:
  • Manuela EPURE

    () (Spiru Haret University)

  • Ana Maria MIHALI

    (Spiru Haret University)

  • Raluca CRETOIU

    (Spiru Haret University)

Abstract

The paper's aim is to bring a new perspective on gender perception of the messages developed in the social marketing communication process and related social changes induced to male/female individuals through a specific message's content. Gender segmentation brings useful information and, no doubt, through this the message's creation becomes more oriented. An online pilot survey, of a predominately explorative nature, was conducted among students ,19-25 years old cohort, in order to reveal gender perceptions and incentives towards social behavior changes. The Protection Motivation Theory ,Rogers, 1983, was used to formulate hypotheses regarding the ad theme's impact on the gender cognitions that one intends to influence, namely, behavioral change driven by the ad's visual and textual content. A set of cognitive variables, some item measures were taken from the literature and some of them were developed specifically for this case study, was set up in order to capture the perceptions and attitudes of each gender categories exposed to one particular message used in a Romanian social marketing campaign ran recently. The purpose of this social marketing campaign was to encourage young people to quit smoking and, as consequence, to adopt a healthier lifestyle. The central character in the advertisement is a well-known and beautiful female TV star. Was she perceived as a role model? Related to gender perceptions, the survey has additional objectives such as: identifying the impact of the different components of the message on the behavioral changes, short term or long term, among female or male smokers; analyzing the dependencies between smoking and social status, self-image, desire to attract the opposite sex, positive versus negative message content and how it is affecting the male/female desire to make the behavioral change possible and long lasting. Despite the limits of the online surveys, the answers reveal the fact that a very creative message has quite a different impact on male/female respondents and the desirable social change is affected deeply by the gender profile of the message. Male and female respondents' behavior is often driven by emotions, not so easy to identify and to 'exploit' in the good sense of the word. The paper's findings support the idea of a future, large-scale, interdisciplinary research on gendered social marketing ads in order to increase the effectiveness and to promote the good practices regarding the usage of gender tailored messages in social marketing campaigns.

Suggested Citation

  • Manuela EPURE & Ana Maria MIHALI & Raluca CRETOIU, 2015. "Gender in Advertisements. Male/Female Perception of one Controversial Romanian Antismoking Ad," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 2(1), pages 64-69, December.
  • Handle: RePEc:icb:wpaper:v:2:y:2015:i:1:64-69
    as

    Download full text from publisher

    File URL: http://icesba.eu/RePEc/icb/wpaper/ICESBA2015_8Epure_p62-67.pdf
    Download Restriction: no

    More about this item

    Keywords

    gender;  perception;  attitude; social marketing; Â;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:icb:wpaper:v:2:y:2015:i:1:64-69. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Rocsana Bucea-Manea-Tonis). General contact details of provider: http://icesba.eu .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.