Decoding Demographics: Understanding Advertisement Preferences

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Data Analysis and Interpretation: In this section we present data analysis for above mentioned objectives. Data is collected over following demographic details. These demographic details are identified due to their sensitivity on attitude. 1. Age 20 to 60 years 2. Employment status 3. Gender 4. Residential zone 5. Annual Income A five point Likert scale is used for numerical measurement of questions. Following is the numerical value assignment for scale. Strongly Agree Agree Neutral Disagree Strongly Disagree 5 4 3 2 1 Data is collected from over 36% male and 64% female respondents. First the respondents were asked what kind of advertisements appeals to them the most. Following figure depicts comparison of means. Figure -2 From …show more content…

Advertisement featuring women have a higher impact 3.70 B. Women are portrayed in advertisements even if it’s not needed 4.08 C. Advertisers often treat women as a commodity 4.00 D. Discriminating men against women is very common in ads 3.50 E. Advertisements project women as if they are inferior to men and do not ever contribute anything socially or economically ever to the society 3.44 F. In Advertisements most of the times women are depicted as if all they are most concerned about their beauty and looks 3.94 G. In advertisements women are shown as weak, incapable and somebody who cannot take care of anything except at the most household work. 3.32 H .Advertisers fail to realize it is women who share equal responsibility with men both in and outside the house 3.94 Source –Field Survey Figure2-Perception about Women Portrayal in Advertisements Table 2 specifies that people strongly believe that women are portrayed in advertisement even if it is not needed. In fact all of the factors fall in a high level of agreement as all figures are above 3 on a scale of 5. Which shows people feel that women are not depicted in a highly graceful manner in

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