Relationship between Spokesperson’s Gender and Advertising Color Temperature in a Framework of Advertising Effectiveness

Scientific Annals of Economics and Business

Grigaliūnaitė Viktorija¹  Pilelienė Lina¹ 

[1] Marketing Department, Faculty of Economics and Management, Vytautas Magnus University, Lithuania;

关键词: advertising color;    advertising effectiveness;    color temperature;    spokesperson;    M31;    M37;   

DOI  :  10.1515/saeb-2017-0036

来源: DOAJ

【 摘 要 】

Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. Moreover, an assumption can be made that color temperature might cause a different effect depending on advertising spokesperson’s gender. The aim of this paper is to fill this gap by analyzing the relationship between spokesperson’s gender and advertising color temperature in a framework of advertising effectiveness. Neuromarketing research methods were applied to meet the aim and to determine the guidelines for its usage in advertising.

【 授权许可】

Unknown