Color or education of advertising characters? preferences among undergraduates Cor ou escolaridade de personagens de propaganda? Preferências entre universitários

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dc.contributor.authorMORETTI, S. L. A.
dc.contributor.authorJose Mauro Hernandez
dc.contributor.authorMURITIBA, P. M.
dc.contributor.authorMURITIBA, S.
dc.contributor.authorOrcidhttps://orcid.org/0000-0002-0704-0035
dc.date.accessioned2022-01-12T22:03:34Z
dc.date.available2022-01-12T22:03:34Z
dc.date.issued2011
dc.description.abstractThe 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.
dc.description.firstpage498
dc.description.issuenumber5
dc.description.lastpage510
dc.description.volume51
dc.identifier.citationMORETTI, S. L. A.; HERNANDEZ, J. M. C.; MURITIBA, P. M.; MURITIBA, S. Color or education of advertising characters? preferences among undergraduates Cor ou escolaridade de personagens de propaganda? Preferências entre universitários. RAE Revista de Administracao de Empresas, v. 51, n. 5, p. 498-510, Sept./Oct. 2011.
dc.identifier.doi10.1590/S0034-75902011000500007
dc.identifier.issn0034-7590
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/4213
dc.relation.ispartofRAE Revista de Administracao de Empresas
dc.rightsAcesso Aberto
dc.rights.licenseCreative Commons "Este é um artigo publicado em acesso aberto sob uma licença Creative commons (CC BY 4.0). Fonte: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84865103466&origin=inward, Acesso em: 15 Setembro 2022.
dc.subject.otherlanguageAssessment of the character in the advertisement
dc.subject.otherlanguageConsumer behavior
dc.subject.otherlanguageEvaluation of the advertisement
dc.subject.otherlanguageProduct evaluation
dc.subject.otherlanguageRacial identification in advertising
dc.titleColor or education of advertising characters? preferences among undergraduates Cor ou escolaridade de personagens de propaganda? Preferências entre universitários
dc.typeArtigo
fei.scopus.citations1
fei.scopus.eid2-s2.0-84865103466
fei.scopus.updated2024-07-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84865103466&origin=inward
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