The Effects of Age on Advertising Preference in Travel Advertising

Abstract

The purpose of the present article is to determine if different age groups perceive printed travel ads in a different manner. This study deals with the reaction of four age groups; under 26, 26–40, 41–55, and over 55, to nine different advertisements. These advertisements consist of either a male model, female model or couple model (male and female) in a tropical setting. The models pose in three types of attire; nearly nude, bathing attire and sportswear attire. The dependent variable is the degree to which the respondent likes the advertisement.