Gender Differences of Advertising Spokespersons in Marketing

DOI

10.2991/icemet-16.2016.381How to use a DOI?

Keywords

advertising; spokesperson; gender differences; mechanical impression

Abstract

With the mature of the market economy, marketing becomes more important day by day. Advertising is one of the most popular way in marketing strategies. As the carrier of the product information, advertising spokesperson holds the balance of marketing, and the function of the gender differences of advertising spokesperson greatly impact on the marketing. Gender differences exist in the field of advertising widely, and we called this phenomenon as the gender mechanical impression of advertising spokesperson. The gender differences impact on the marketing of target consumers and brand. Everything is changing in the world, we must understand the impact of the advertising spokespersons' gender differences on marketing are changing with the objective world, or we could not get the marketing aim.

Copyright

© 2016, 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  - Lingling Ma
AU  - Yiqun Liu
AU  - Longqun Li
AU  - Shuang Sun
PY  - 2016/05
DA  - 2016/05
TI  - Gender Differences of Advertising Spokespersons in Marketing
BT  - Proceedings of the 2016 International Conference on Economy, Management and Education Technology
PB  - Atlantis Press
SP  - 1660
EP  - 1663
SN  - 2352-5398
UR  - https://doi.org/10.2991/icemet-16.2016.381
DO  - 10.2991/icemet-16.2016.381
ID  - Li2016/05
ER  -