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Facebook advertising – advertising tips and targeting
You all know them: the traditional detergent ads where the typical housewife stands as a slave scrubbing the stains; while men, mostly in a tight suit, are mainly featured for “business” products such as insurance. Now the question is, do these traditional portraits actually have a better effect on how we think about the advertised product, among other things, or does a man in kitchen apron and a woman in a tailored suit have the same effect? But also, what is the effect of these portraits on how we think about the roles of men and women in reality? This master’s thesis aims to provide insight into consumer reactions when seeing (non-)traditional or stereotypical roles of both men and women in advertising messages. For this purpose, a thorough literature study on stereotyping was conducted, which provided the basis for an in-house experimental study.
A total of 252 Belgian men and women were interviewed. Each participant was shown one of the advertisements described above, and his or her reaction to this advertisement was asked.
5 funny commercials you really need to see
Whether men are generally more sensitive than women I dare not claim. I like to avoid that discussion. That men are more sensitive to online ads I would venture to say after a study by Shutterstock.
In phase one, 65 images were shown in random order to 150 panelists to determine which images appealed the most. In phase two, 16 ads were created based on the best-, average- and worst-performing images from phase one. The 16 ads were shown to 148 panelists while they were “browsing” in a normal browser environment. Throughout the study, the panelists’ eye movements were tracked with eye-tracking software.
Men respond better to online ads than women. The study found that men saw more ads than women. Men saw 1/3 of the ads and women 1/4. Men also look at the ads longer. On average, men looked at ads 0.4 seconds longer (0.9 sec vs. 0.5 sec).
Bas smit on his head, his backyard and fake ads
It is no secret that advertisers make extensive use of gender stereotypes in their advertisements. Consider, for example, food advertising, in which a happy stay-at-home mom serves up a delicious dish for her family. While in other commercials men are devouring ready-made meals for TV.
So what do gender stereotypes in advertising look like in concrete terms? Research shows some already decades-old patterns. For example, in advertising, men are usually outdoors or at work, while women are generally depicted in the home. Men exercise active control over the advertised product and exude authority and knowledge, women play more of a passive role as satisfied and grateful users. In men, the emphasis is on activity and fun, in women on homeliness and care.
Despite these frequently documented patterns, researchers point out that gender stereotypes in advertising are less prevalent today than in the past. By way of explanation, they point to social change processes such as the entry of women into the labor market or the increase in divorce rates. Such changes would have led, for example, to the socioeconomic status, dress and occupation of male and female main characters being presented less gender-stereotypically today than in the past.
This chinese is everywhere
A woman who is independent and has her own interests. But also wants to do fun things together. Positive, spontaneous and takes initiative. A woman who does not smoke, but who does drink a glass for fun.
He is 170 tall with a normal to full-skinny build and is usually dressed in a sporty and casual way. He is bald, has blue eyes and a groomed beard. This Dutch spontaneous young man is mbo educated and works as a chef and enjoys his work. He would like to cook together with this woman and when the weather allows make nice trips such as eating out, visiting museums, the cinema and or just enjoy nature.
He does not have many wishes when it comes to his ideal. He is just looking for a nice girlfriend who likes the normal things in life and wants to build a future with a house, trees and children.
He is 1.68 tall, has a somewhat stout build, wears his hair short and wears glasses. His clothing style is sporty; shirt, jeans, sneakers but if necessary he also dresses neatly. He is generous, helpful and always thinks with another person.