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Wednesday, April 26 • 9:40am - 10:00am
Correlation Of Gender And Product Advertising: How Does Our Gender Identity Affect Our Perceptions Of Advertising?

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In this paper, I seek to analysis the intersection of gender and product advertising. I will look at past research in gender studies, group identification, and consumer perceptions of advertisements. Then I will survey University of North Carolina Asheville students on their perceptions of the “genderness” of a family of beverage products (the product of my survey). For each advertisement each respondent will evaluate the ad on a scale of 0 to 3 (0 = feminine and 3= masculine) and ask them to assess the ad on its “genderness”. I will also ask the respondents how likely they would be to buy the product based on the advertisement provided. The last question will be evaluated on a 6-point Likert scale. I hope to demonstrate a correlation between our personal gender identity, the perceived genderness of product advertisements, and our willingness to buy that product.


Wednesday April 26, 2017 9:40am - 10:00am
012 Karpen Hall