Atrakcyjność modelki a percepcja i efektywność reklamy na przykładzie produktów do pielęgnacji ciała

• Autorzy: Aneta Disterheft

Warianty tytułu

Attractiveness of a Fashion Model and Perception and Effectiveness of Advertising on the Example of Body-Care Products

• Języki publikacji: PL

Abstrakty

Wyniki badań dotyczących związku między atrakcyjnością modelki a efektywnością reklamy są niejednoznaczne. Według najnowszych doniesień atrakcyjność modelki nie ma znaczenia przy reklamach produktów rozwiązujących pewien problem związany z atrakcyjnością. Nie wiadomo natomiast, jak wiąże się ona ze świadomością marki oraz sposobem spostrzegania reklamy. W niniejszym badaniu analizowana jest zarówno zależność między atrakcyjnością modelki a efektywnością reklamy i świadomością marki, jak i charakterystyka procesów percepcji reklamy w zależności od atrakcyjności modelki. Do analizy procesów percepcji wykorzystano mobilny okulograf. Artykuł ma charakter badawczy. (abstrakt oryginalny)

EN

The results of the research concerning the relationship between attractiveness of a fashion model and effectiveness of advertising are ambiguous. According to the recent news, attractiveness of a fashion model does not matter in case of advertisements of the products resolving a certain problem related to attractiveness. On the other hand, one never can tell how it is related to awareness of the brand and the way of advertisement perception. In this study, there is analysed both the relationship between fashion model's attractiveness, advertisement effectiveness, brand awareness and the characteristics of the processes of advertising perception depending on model's attractiveness. The mobile eye-tracking device was used for the purpose of analysis of the perception processes. The article is of the research nature. (original abstract)

Słowa kluczowe

PL

Reklama; Percepcja produktu; Kosmetyki; Zachowania konsumenta; Efektywność reklamy

EN

Advertising; Product perception; Cosmetics; Consumer behaviour; Advertising efficiency

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2017
• Numer: nr 2
• Strony: 45--55

Twórcy

autor

Aneta Disterheft

• Uniwersytet Ekonomiczny w Poznaniu

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