A Study Of The Impact Of Transgender Endorsements On Advertising Effectiveness

For the public,every day will see a lot of advertising, but the consumer's psychological resources are limited, so that they are impressed by the ads and a few?So in the increasingly fierce market competition, to be more distinctive than other advertising, it depends on the innovation of enterprises. From the perspective of literature analysis, cross gender advertising can attract attention and promote consumption, on the one hand is due to celebrity celebrity celebrity endorsements, on the other hand, due to the new nature of cross gender endorsements easily lead to hot spots. But not every cross gender endorsements can harvest a good effect. From the existing forms of advertising, for women's cross gender advertising endorsements in general there are three types of male star,male and female stars,male star and female model. So. what kind of form is more attractive to the attention of consumers, so that they want to buy the product, this paper wants to study the problem. This paper will focus on cross gender advertising in recent years the emerging endorsement of the hot phenomenon, based on Kamins's theory of "matching hypothesis", this paper discusses the influence of different forms of endorsement on the effect of advertising in the cross gender advertising.In this study, the eye movement experiment and the questionnaire method were used, and two experiments were carried out. There was 1 independent variable, had 3 levels: endorsement form (male star, male and female stars, male star and female model).Research conclusions:(1)Cross gender advertising endorsements, compared to the male star endorsement of women's products alone, there are women involved in cross gender endorsements advertising effect is better, more likely to cause the subject of interest in advertising; Under the condition of the same female characters, there is no significant difference in the degree of attention of the advertisements which are involved in the endorsement of the female model and the female star.(2)The results showed that the advertising effect of the female star or female model is better, and the attitude towards the advertisement and the product is more positive and the purchase intention is higher. Under the condition of the same female characters, the evaluation of the advertisements with high visibility to the female stars was better than that of the low visibility model spokesmen.