| Abstract: | Examined the relation between gender and reactions to different styles of advertising tobacco and alcohol products among 41 females and 34 males (aged 12–16 yrs) and their parents (39 mothers and 36 fathers). Self-monitoring was also examined as a possible correlate. Ss rated magazine advertisements oriented toward the product's image or qualities. Girls liked image-oriented advertisements more and perceived them to be more persuasive than quality-oriented advertising. This gender difference was not observed among adults. All Ss liked image-oriented more than quality-oriented advertising. Moreover, image-oriented advertisements were seen as more persuasive than quality-oriented advertisements by girls' parents who were high in self-monitoring. Results suggest that girls in early adolescence may be particularly attentive to image-oriented commercials that portray smoking and drinking as desirable behaviors. (French abstract) (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
