Indian Journal of Science and Technology
DOI: 10.17485/ijst/2015/v8iS8/70537
Year: 2015, Volume: 8, Issue: Supplementary 8, Pages: 1-8
Original Article
Seung Yeob Yu1 and Eun Hee Kim2*
1 Department of Advertising and Public Relations, Namseoul University, Korea; [email protected]
2 Department of Advertising and Public Relations and Journalism, Mokwon University, Korea; [email protected]
The present study attempts to propose effective strategies in producing advertisements using cross advertising models. To that purpose, we first identified effective appeal strategies for the gender-specific products and also the characteristics of cross models that influence the effect of advertisements. First, it was found that the advertising attitude was found higher in the ads of men’s shaving razors when the models were men than women. A similar result was found in the advertisements of lipsticks: the ad attitude was higher with female models than male ones. Second, it was found that emotional messages were more effective than rational ones in the promotion of gender-specific goods. Third, in the ads using cross-gender models, rational message appeal was more effective than emotional message appeal. Lastly, model characteristics of attractiveness, credibility and familiarity were found exerting a positive effect on the advertising attitude.
Keywords: Cross-Sexual Advertising, Gender-Specific Goods, Message Appeal, Model Characteristics
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