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Targeting gender: A content analysis of alcohol advertising in magazines
A-Reum Jung1, Roxanne Hovland2
1a Manship School of Mass Communication , Louisiana State University , Baton Rouge , Louisiana , USA.
Abstract:
Creating target specific advertising is fundamental to maximizing advertising effectiveness. When crafting an advertisement, message and creative strategies are considered important because they affect target audiences' attitudes toward advertised products. This study endeavored to find advertising strategies that are likely to have special appeal for men or women by examining alcohol advertising in magazines. The results show that the substance of the messages is the same for men and women, but they only differ in terms of presentation. However, regardless of gender group, the most commonly used strategies in alcohol advertising are appeals to the target audience's emotions.
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