The Influence of Gender on the Persuasiveness of Implicit and Explicit Advertising.

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dc.contributor.advisorDela Cruz, J.A.
dc.contributor.advisorMorano, L.A.
dc.contributor.authorSchmoranzer, N.M.
dc.date.issued2024-06-21
dc.description.abstractMost advertisements can be categorized into either being explicit or implicit in their attempt of persuasion, i.e., whether their persuasive intend, and arguments are clear and directly presented, or if they are indirectly implied through figurative speech and visual cues. An important factor that might influence perception and the way we process explicit and implicit advertisements is gender. This study investigated whether our gender influences the persuasiveness of explicit and implicit advertisements. To investigate this question an experiment in form of a questionnaire was conducted. Participants of both genders rated the persuasiveness of different advertisement based on how much they liked the advertisement and product, as well as, to what degree they intended purchasing the product. From the results of this study, we hoped to increase the literature on the effects of gender in advertising and try to enable marketeers to target consumers more effectively. The results of this study found no effect of gender on the persuasiveness of implicit and explicit advertising.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17819
dc.language.isoen
dc.thesis.facultyFaculteit der Letteren
dc.thesis.specialisationspecialisations::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen::International Business Communication
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen
dc.thesis.typeBachelor
dc.titleThe Influence of Gender on the Persuasiveness of Implicit and Explicit Advertising.

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