| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 100 === Nowadays, spokesperson is a very common advertising strategy. A good spokesperson can favorably attract customers’ attention, produce better recall or precognition of a brand name, create an image for a product etc. In general, advertisers usually consider the fittingness between spokesperson’s gender and product gender image. As gender roles and gender stereotype are changing, some product gender images are blurred as well. Therefore, some cross-over endorsements are emerged (an advertising is targeting a nontraditional user in terms of gender). Past researches have shown that the relationship between spokesperson’s gender and product gender image is inconsistent. Hence, this study focuses on products with “Masculine Image” and classified products based on FCB Model, exploring how different products types and customers’ gender influence gender endorsement on advertising effectiveness.
The present study uses experimental design to investiage the effects of two types of gender endorsement and four product categories on advertising effectiveness. A 2x4 between-subject design is conducted. All eight scenarios are made through fictional ads, and the advertising effectiveness is measured by attitude toward the ad (AD), attitude
toward the product (AP) and purchase intention (PI).
The findings of this study indicate that AD and PI are more favorable when the product’s gender image and spokesperson’s gender are consistent. The interaction between product types and gender endorsement advertisement exits especially in the effective product. Spokespersons’ gender is an effective promotional cue in influencing customers’ perceptions of the gender image of products on the self-satisfaction product. Meanwhile, this study also finds there is no interaction between the gender endorsement advertisement and customer’s gender.
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