Gender Differences in Perception of Advertising in the Context of Expectations of Advertising
Gender Differences in Perception of Advertising in the Context of Expectations of Advertising

Summary/Abstract: Effects of advertising are conditioned by several factors. The presented report focuses on specification of the links between expectations of advertising and perception of advertising with emphasis on gender differences and age correlations. Conceptualization of the studied issue is based on the fact that, both in the context of expectations and the context of perception of advertising, every person creates their subjective cognitive image of these advertisement attributes. The report presents result of an analysis of data acquired from the sample of 206 respondents aged between 18 and 83 years, out of which 93 were men and 113 were women. Significant correlations between the selected attributes of expectations of advertising and the factors of subjective perception of advertising were specified. The research results also confirmed the significant differences in perception of advertising and expectations of advertising between men and women. Women pay more attention to the music and visuals of the advertisement and appreciate the humorous aspects in advertising. The have also greater expectations of advertising – they expect it to be memorable, informative, intelligent, genuine and visually stunning.

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