The effect of attitude towards a print ad on intention : an analysis of gender representation for brand X

Abstract

The aim of this dissertation was to investigate to what extent do attractive female models used in product advertising influence target customers. This was taken into account in terms of both attitude and intention, and how they affect each other. The aim was investigated by adopting a quantitative measure, using online questionnaire host Qualtrics. Participants were directed using a link that was shared on the social media platform Facebook. This investigation comprised of 122 participants, males and females above the age of 18. There were two identical questionnaires in terms of questions but the advert presented was different for both questionnaires. One had a female model present, while the other just had the product being advertised, with no human element. The data was analysed using the Statistical Package for Social Sciences (SPSS Version 23). From the results, the indications were that the participants preferred the perfume bottle advert as opposed to the perfume bottle with the model advert, in both the measure for attitude towards the brand/ad and purchase intention.