Customer Attitude to Gender Roles Stereotyped Advertisement

Student: Petrova Polina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The purpose of this work was to analyse consumers reaction to the gender-stereotyped advertisement on different platforms. The hypotheses were derived from the theory of social resistance, which was considered in the context of personalized advertising. The study was conducted by an experimental method. The relationship between a person's gender-role attitudes, social resistance, and attitude to a brand, product, and ad was tested. The results of the study showed that gender-stereotyped advertisement placed on online platform causes negative reaction comparing with the same advertisement placed offline.

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