Research On The Gender Representation Of Advertising Spokesperson And Product Gender Matching

This study adopted experiment and questionnaire to explore the advertising psychological effects of gender representation of spokespersons and gender matching of products.eye-tracking experiment is divided into two experiments.The first experiment adopted a 4*3 mixed design of two factors: spokesperson gender representation(male feminization,male masculinization,female masculinization,female feminization)* product role(male,female,neutral);the second one adopted a 4*3*2 mixed design of three factors: spokesperson gender representation * product role * spokesperson popularity(high,low).Through repeated measurements and simple effect tests,the data are analyzed and the following conclusions are drawn.(1)When the gender of product and spokesperson is different,the audience’s preference for advertisement is different.(2)There is interaction between product gender and spokesperson gender representation.In other words,product gender and spokesperson gender representation are both important factors affecting advertising effect,and at their respective levels,the impact of another factor on advertising effect is also different.(3)Different product gender and gender representation of spokesperson will lead to different advertising attitudes and change the future consumer behavior of audiences.Female masculine spokespersons are more likely to arouse the audience’s desire to buy neutral products;female feminized spokespersons can better advertise neutral products and female products,which can cause the audience’s desire to buy;male spokespersons can promote male products best,which can arouse the audience’s desire to buy;male feminized spokespersons can cause the audience’s desire to buy;The influence of products on the psychological effect of advertisement is not significant,and the psychological effect of advertisement is not ideal.(4)The influence mechanism and results of gender representation and product gender matching on advertising psychological effect are not affected by spokesperson popularity.