Document Type
Conference Proceeding
Publication Date
2022
Abstract
Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender can be relevant in several specific instances.
Recommended Citation
Chevalier, Corinne and Moal, Gaelle M., "Impact of Model Gender on The Effectiveness of Advertisements Targeted at Older Viewers: An Analysis in The Context of Ageing" (2022). Association of Marketing Theory and Practice Proceedings 2022. 43.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/43
