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- Title
COR OU ESCOLARIDADE DE PERSONAGENS DE PROPAGANDA? PREFERÊNCIAS ENTRE UNIVERSITÁRIOS.
- Authors
do Amaral Moretti, Sérgio Luiz; da Costa Hernandez, José Mauro; Muritiba, Patricia Morilha; Muritiba, Sérgio
- Abstract
The literature on the evaluation of characters in advertising shows that the identification of social groups with ethnics varies according to the investigated object. With the aim of contributing to this field a survey was carried out with 4200 university students, in order to identify their reactions to a watch advertisement. The analysis considered three dependent variables, evaluating advertising, product and character; and three independent variables, evaluating the color of the respondent as well as the color and the educational level of the character perceived by the respondents. The results showed that the color of the skin of the character had little effect on the evaluation of the advertisement or the product, even among respondents who were of the same skin color. However, the perception of the educational level of the character was significant to explain the different ratings of the advertising and the product.
- Subjects
COLLEGE student attitudes; CONSUMER preferences; SOCIAL groups; ADVERTISING; COLOR in advertising; SENSORY perception; CONSUMER behavior
- Publication
RAE: Revista de Administração de Empresas, 2011, Vol 51, Issue 5, p498
- ISSN
0034-7590
- Publication type
Article
- DOI
10.1590/S0034-75902011000500007