On Non-traditional Design of Advertisement from the Perspective of Gender Differences

DOI

10.2991/msetasse-15.2015.248How to use a DOI?

Keywords

Gender differences; advertisement; non-traditional design; marketing.

Abstract

As a culture conveyer, advertisement can not only influence its audiences on their attitudes and behaviors, but also reflect prevailing cultural values of a society and the transformation of certain cultural norms. Therefore, more and more scholars have regarded it as an important research object in the field of economics, even in the field of sociology. This paper analyzes Chinese and English television advertisements on the basis of Social Gender Theory and Hofstede’s Masculine vs. Feminine. Through the comparison between traditional and modern advertisement, conclusion can be drawn as follows: gender differences is also one of the important factors that affect the market segmentation; the non-traditional advertisement design from the perspective of gender differences just adapts to the changes of modern social cultures and economic values.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yanni Li
AU  - Zhijuan Li
AU  - Jiayin Li
AU  - Zhengpei Chen
AU  - Xiaoyan Gu
PY  - 2015/11
DA  - 2015/11
TI  - On Non-traditional Design of Advertisement from the Perspective of Gender Differences
BT  - Proceedings of the 2015 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics
PB  - Atlantis Press
SP  - 1168
EP  - 1172
SN  - 2352-5398
UR  - https://doi.org/10.2991/msetasse-15.2015.248
DO  - 10.2991/msetasse-15.2015.248
ID  - Li2015/11
ER  -