Perception of Advertising and Expectations of Advertising in terms of Gender Differences

Abstract

The aim of this paper is to specify the links between expectations of advertising and perception of advertising according to the gender differences. The fact that individuals create their subjective cognitive image of these advertisement attributes serves as a basis for the conceptualization of this paper. The data were collected from two research samples, 99 respondents (58 women and 41 men) and 206 respondents (113 women and 93 men). The analyses, conducted in two research stages, indicated significant correlations between the selected attributes of expectations of advertising and the factors of subjective perception of advertising. The results also revealed an existence of significant differences in perception of advertising and expectations of advertising between men and women. Women paid more attention to the music and visuals of the advertisement and appreciate the humorous aspects in advertising. They also had greater expectations of advertising-they expect it to be memorable, informative, intelligent, genuine and visually stunning.