PERCEPTION OF CELEBRITIES IN SOCIAL ADVERTISING BY
ADOLESCENTS DEPENDING ON THEIR SEX
PERCEPTION OF CELEBRITIES IN SOCIAL ADVERTISING BY
ADOLESCENTS DEPENDING ON THEIR SEX
Author(s): Milan Džupina, Dana Hodinková, Oľga ChalányováSubject(s): Gender Studies, Media studies, Social psychology and group interaction, Cognitive Psychology, Behaviorism, Social differentiation, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: adolescents; celebrity; corporate branding; media; perception; social advertising;
Summary/Abstract: Presented scientific study represents partial results of extended scientific project focused on celebrity preferences of adolescents in social advertising. The application of celebrities in analyzed category of advertisement is quite a frequented practice, whose success is based on an achievement of attention which such people easily obtain due to their popularity and social status. Achieved results show differences in popularity rate of individual celebrities according to category of their profession, as well as they also refer to important differences between male and female recipients. These results suggest that for branding in case of social advertising, the most effective celebrities are entertainers, artists and politicians.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 410-422
- Page Count: 13
- Language: English