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Diagnosticity of Masculinity and Femininity in Processing Advertising Messages
Unformatted Document Text:  23 -.06, t = -.52, p = .60) but ad-self-congruency on femininity contributed to significant variance of ad attitudes ( ß = -.35, t = -3.12, p = .01). When responses to the dual-function product were considered, ad-self-congruency on masculinity had a significant impact on ad attitudes (ß = -.22, t = -2.64, p = .01) and the impact of ad-self-congruency on femininity approached significant levels ( ß = -.14, t = -1.68, p = .09). Hypothesis three was mostly supported. Hypothesis four argues that when products are portrayed with masculine images, quality-oriented ads will be more effective than when products are portrayed with feminine images. Repeated measures ANOVA indicated that the interaction between ad image difference (masculine portrayals vs. feminine portrayals) and ad type (image-oriented ad vs. quality-oriented ad, analyzed as a within-subject factor) was significant (F(1, 333) = 31.56, p = .01). ANOVA further showed that when products were portrayed with masculine images, as opposed to when products were portrayed with feminine images, evaluations of the quality-oriented ad were significantly higher (F(1, 333) = 13.26, p = .01, M masculine = 4.89, M feminine = 4.34). Therefore, hypothesis four was supported. Experiment Two Design This study was a two factor between-subject design. The two manipulated factors were ad image difference (two levels: masculine user profile vs. feminine user profile) and affective states (two levels: positive vs. negative). Stimuli Ad copy was written by a professional copy writer to fit different personality portrayals. Similar visuals were created by professional creative people to fit message descriptions in both versions of the ads, those appealing to masculine values, and those appealing to feminine values. The products used in this study were sneakers. The same product attribute information was

Authors: Chang, Chingching.
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background image
23
-.06, t = -.52, p = .60) but ad-self-congruency on femininity contributed to significant variance of
ad attitudes ( ß = -.35, t = -3.12, p = .01). When responses to the dual-function product were
considered, ad-self-congruency on masculinity had a significant impact on ad attitudes (ß = -.22,
t = -2.64, p = .01) and the impact of ad-self-congruency on femininity approached significant
levels ( ß = -.14, t = -1.68, p = .09). Hypothesis three was mostly supported.
Hypothesis four argues that when products are portrayed with masculine images,
quality-oriented ads will be more effective than when products are portrayed with feminine
images. Repeated measures ANOVA indicated that the interaction between ad image difference
(masculine portrayals vs. feminine portrayals) and ad type (image-oriented ad vs.
quality-oriented ad, analyzed as a within-subject factor) was significant (F(1, 333) = 31.56, p
= .01). ANOVA further showed that when products were portrayed with masculine images, as
opposed to when products were portrayed with feminine images, evaluations of the
quality-oriented ad were significantly higher (F(1, 333) = 13.26, p = .01, M
masculine
= 4.89,
M
feminine
= 4.34). Therefore, hypothesis four was supported.
Experiment Two
Design
This study was a two factor between-subject design. The two manipulated factors were ad
image difference (two levels: masculine user profile vs. feminine user profile) and affective
states (two levels: positive vs. negative).
Stimuli
Ad copy was written by a professional copy writer to fit different personality portrayals.
Similar visuals were created by professional creative people to fit message descriptions in both
versions of the ads, those appealing to masculine values, and those appealing to feminine values.
The products used in this study were sneakers. The same product attribute information was


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