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Cars for Women ; Welk effect heeft een op vrouwen gerichte advertentie van een “mannelijk” product op de vrouwelijke consument?

Nijhof, Michelle (2011) Cars for Women ; Welk effect heeft een op vrouwen gerichte advertentie van een “mannelijk” product op de vrouwelijke consument?

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Abstract:Since women entered the workforce a lot has changed in social society. More women are highly educated, independent and do not only have their own income at their disposal, but also that of their partner. The discussion that is being held by marketing practitioners is about the question if advertising strategies need to be adjusted to the changing role of woman in social society. Advertisers still perceive women as buyers of relatively inexpensive “feminine” products, such as cleaning products. Whereas men are likely to be shown in advertisements making weighty and expensive purchases, such as cars. With the consequence that the image which the advertiser portrays in advertisements does not appeal to almost half of the women (Bosley, 2007). Traditionally images of men and women in advertising have been heavily gender-typed. Often men or women are portrayed as typical users of products. In this study we answer the question: “Do we need to adjust the marketing strategy of a masculine product to the needs and behaviors of the female customer to have an effect?” “Does the Dutch woman want to be approached as “modern” woman or does she find stereotypical portrayals in advertisements more appealing? We have investigated the effect of a female-targeted ad of a masculine product on the attitude toward the ad, the attitude toward the product and the purchase intention. And to what extent this effect is influenced by the traditionality of the ad and the gender identity of the female customer. In the stimulus material that has been used in this study we have manipulated the traditionality of the ad by manipulating the color and stereotypical role of the woman portrayed in the ad. The results showed that “feminine” women responded more favorably to the advertisement with the feminine colors and the traditional female role portrayal. Androgynous women responded more favorably to the advertisement with the female color and the non-traditional role of the woman in the ad. The attitude toward the product was for the “masculine” women more positive when the advertisement had a masculine color and portrayed a traditional female role. We can conclude that the traditionality of a non-traditional advertisement has an effect on the advertisement effectiveness and that this effect is being influenced by the gender identity of the female customer. When positioning a masculine product the marketing practitioner must consider the gender identity of the female target group.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60907
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