Jung A-Reum, Hovland Roxanne
a Manship School of Mass Communication , Louisiana State University , Baton Rouge , Louisiana , USA.
b School of Advertising and Public Relations, College of Communication and Information , University of Tennessee , Knoxville , Tennessee , USA.
Health Mark Q. 2016 Jul-Sep;33(3):221-38. doi: 10.1080/07359683.2016.1199210. Epub 2016 Jul 21.
Creating target specific advertising is fundamental to maximizing advertising effectiveness. When crafting an advertisement, message and creative strategies are considered important because they affect target audiences' attitudes toward advertised products. This study endeavored to find advertising strategies that are likely to have special appeal for men or women by examining alcohol advertising in magazines. The results show that the substance of the messages is the same for men and women, but they only differ in terms of presentation. However, regardless of gender group, the most commonly used strategies in alcohol advertising are appeals to the target audience's emotions.
创建针对特定目标受众的广告是实现广告效果最大化的根本。在制作广告时，信息和创意策略被视为至关重要，因为它们会影响目标受众对广告产品的态度。本研究试图通过研究杂志中的酒精饮料广告来找出可能对男性或女性具有特殊吸引力的广告策略。结果表明，男性和女性所看到的广告信息内容相同，但仅在呈现方式上有所不同。然而，无论性别群体如何，酒精饮料广告中最常用的策略都是诉诸目标受众的情感。
