Impact of Model Gender on The Effectiveness of Advertisements Targeted at Older Viewers: An Analysis in The Context of Ageing

Authors

• Corinne Chevalier, Université Paris SudFollow
• Gaelle M. Moal, ISEN Yncrea OuestFollow

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.

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

DOI

10.20429/amtp.2022.43

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). AMTP Proceedings 2022. 43.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/43