The Impact Of The Matching Of The Type Of Advertisement Appeal And The Gender Stereotype Of The Spokesperson On The Effect Of The Advertisement

Advertising is playing an increasingly important role in the increasingly competitive commodity market.In order to be able to stand out in the competition,many companies do not hesitate to invest heavily in advertising.However,not every advertisement can achieve the desired results.This study mainly studies the effect of the matching degree of advertising appeal type and gender stereotype on advertising effect,which is divided into two experiments.The first part of the experiment is a preliminary exploration of the whole research,the purpose of this study is to explore whether the advertising effect of different sex advertising spokesmen is different in the high and low gender stereotype group.In the experiment,a mixed experimental design of 2(spokesperson gender)*2(subjects' degree of stereotype)was applied.The gender of the spokesperson was the internal variable of the subjects,and the degree of the stereotype of the subjects was the variable between subjects,which controlled the type of advertising appeal.Through the combination of gender spokesmen and neutral appeal advertisements,the advertising effects of high and low gender stereotypes were studied.The results show that there is no significant difference in the effect of the combination of the male and female spokesmen and the different neutral advertising appeals in the high and low gender stereotype group.Experiment two aims to explore the effects of different types of advertising appeals(rational appeal and emotional appeal)and the combination of different gender spokesmen on advertising effectiveness.The experiment was designed by a mixed experiment of 2(spokesperson sex)*2(advertising appeal type)*2(the degree of stereotype of the subjects),The sex of spokesmen and the type of advertising appeal are the internal variables in the subjects,the degree of stereotype of the subjects is the variable between the subjects.The results show that the matching effect is significant in the high gender stereotype group,In the low sex stereotype group,the matching effect is not significant.The results are as follows:for the subjects with high gender stereotypes,the advertising effect with high matching degree is significantly better than that of the low matching degree,while there is no such difference in the low gender stereotype group.The results of two experiments in this study show that the product sex tends to be neutral for daily necessities,the sex of the spokesperson and the type of advertising appeal will not affect the advertising effect alone,the different combinations of the gender and the advertising appeal type will have a matching effect on the high gender stereotyped consumers,which affect the advertising effect.