Modern Psychological Studies
University of Tennessee at Chattanooga
Place of Publication
Past research has shown that the preferences for different types of advertising shift as social attitudes change. Whereas in the past people preferred advertising portraying men and women in gender-stereotypical roles, today's more liberal social attitudes seem to reflect a trend for people to prefer ads depicting those men and women in non-stereotypical gender roles. In the current study, 30 university students were tested for their preferences among stereotypical, nonstereotypical and neutral ads. Stimuli were 30 magazine advertisements, 10 each of the three types of ads, rated on a five point like-dislike scale, with higher scores reflecting greater ad appeal. Evidence was found such that subjects significantly preferred advertisements that were nonstereotypical over neutral and stereotypical ads F (2, 28) = 31.402, p <.001.
BF1 .M63 v. 2 no. 2 1994
Bremer, Jodi L.
"Advertising preferences when presented with various ad stimuli: the impact of stereotypical versus non-stereotypical advertising,"
Modern Psychological Studies: Vol. 2
, Article 3.
Available at: http://scholar.utc.edu/mps/vol2/iss2/3