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The Role of Gender and Marital Status in the Perception of Personalization and Visualization in Hybrid Advertising

Persuasive advertisements use a wide variety of figures, images, characters and verbal cues that determine the perception, memory and successful impact of the products and services offered. Therefore, the role of gender in our society has changed dramatically [1], with images of men and women in advertising becoming the subject of research in many areas [2]. The main task is to evaluate these roles in advertising in order to explain how advertising influences social stereotypes and gender changes. The other important dimension is how men and women perceive and interpret advertisements based on the portrayal of gender roles. Recent research shows that the idealized images of physical attractiveness found in advertising have a negative impact on perceptions of girls and women [3], while other studies confirm that the portrayal of gender roles in advertising has not become more genderneutral, which deepens men’s confusion about what male roles are expected of them after they appear in commercials [2]. Men and women today lead extremely complex lives with many social roles [1]. Regarding the performance of roles, it was found that images range from images in the inactive period of audiences, where women are hosts and mothers, and men working and successful, to ads broadcast in primetime, where the images are more balanced [4]. Internationally, advertising is still in line with traditional gender images [5], with more dependence on women than men. The present study aims to examine the role of gender and family status of consumers in the perception of personalization and visualization in advertising, looking for dependencies on the presentation of images in advertising, as well as the perception of these images as a manifestation of certain consumer behaviour.