How Consumers React Toward Gender Stereotypes in Beer Advertisements

DOI

10.2991/978-2-494069-89-3_90How to use a DOI?

Keywords

Gender stereotypes; Alcohol advertisements; Consumer reactions

Abstract

In China and the rest of the world, alcohol consumption has been rising. According to one survey data from WHO, since 2002, China’s beer production ranks first in the world. Having alcoholic drinks is popular worldwide. Advertising of beer products is also diverse. As females have become a great part of the whole alcohol consumer, many companies will focus on women when making target marketing. However, most commercials still take successful men as main characters or invite them to endorse the product. For that, companies try to build a high-level brand image. In this paper, the questionnaire contains an advertisement that challenges gender stereotypes and is designed to test consumers' reactions. It turns out that consumers respond to that type of advertisement positively, so with joyous feelings. Thus, advertising production shall eliminate traditional symbols that represent males or females and diminish criticizing attitudes of the public regarding advertisement. So as to increase the possibility of purchase.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiajing Ge
PY  - 2022
DA  - 2022/12/30
TI  - How Consumers React Toward Gender Stereotypes in Beer Advertisements
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 760
EP  - 771
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_90
DO  - 10.2991/978-2-494069-89-3_90
ID  - Ge2022
ER  -