Pleasantness, activation, and sex differences in advertising
| Autor: | Cynthia Whissell, Lorna McCall |
|---|---|
| Rok vydání: | 1997 |
| Předmět: |
Adult
Male Persuasion Persuasive communication genetic structures Adolescent media_common.quotation_subject Persuasive Communication 050109 social psychology Affect (psychology) Psycholinguistics Style (sociolinguistics) 03 medical and health sciences 0302 clinical medicine Advertising Humans 0501 psychology and cognitive sciences Emotional tone General Psychology media_common Gender identity 05 social sciences Gender Identity 030229 sport sciences Semantics Affect Female Periodicals as Topic Psychology Social psychology |
| Zdroj: | Psychological reports. 81(2) |
| ISSN: | 0033-2941 |
| Popis: | Advertisements in men's, women's, girls', and boys' magazines ( n = 38,195 words) were scored objectively in terms of 15 measures of linguistic style, e.g., use of common words, use of long words, use of specific words and emotional tone (pleasantness and activation, as measured by the Dictionary of Affect). There were several sex- and age-related differences among advertisements from different sources. Advertisements from boys' magazines were extremely active, those from women's and girls' magazines were shorter and unusually pleasant. In two follow-up studies ( N = 122 volunteers), objective emotional measures of advertising text proved to be related to ratings of persuasion and of success of appeal for individual advertisements. The most preferred advertisement for women was pleasant and active, that for men unpleasant and active. When men and women created advertisements, women's were shorter and more pleasant. |
| Databáze: | OpenAIRE |
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