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Peoples perceptions of print vehicle advertisements due to the gender of the model used in the
advertisement: A survey approach
Erin VanderVeen
COMM 3P15
Justine Moller
April 8, 2013

Abstract

Interest regarding gender role portrayals in advertising has continued for many years; however, the
influence of the gender model in an advertisement on media users has been slightly ignored. The purpose
of this study is to investigate how peoples perceptions of products are affected due to the gender of the
model used to present the product. For this study specifically, a study was done to establish how peoples
perceptions of a vehicle differ in a print advertisement when there is a male model in the advertisement
compared to when there is a female model in the advertisement. To address this topic, a survey was
conducted of 46 students between the ages of 18 to 23 from Brock University. The results of this study do
not support my hypothesis in that people will associate masculine or feminine characteristics to the
vehicle when there is a corresponding male or female model in the advertisement as well. Nevertheless,
further research is necessary for results that are more accurate.
Introduction
As a female, I often find myself drawn to advertisements displaying a beautiful woman
caressingly shaving her legs, or a fit woman easily running a marathon and finishing off a bottle of some
type of beverage. In response, I want the products they are displaying. As I sit with males, I observe the
same thing happen to them: they watch or see an advertisement where a tough guy uses a power drill or a
handsome guy catches all the ladies while wearing a certain scent, they are drawn in, and then they want
the products the male models are displaying. Why does this happen to us? Why are we drawn into ads? Is
it possibly because we see the gender of the model and unconsciously make the association of that
product to that gender? Goddard (1998, p 114) states:
Copywriters give careful consideration to the type of people they want to represent - or, it
would be more accurate to say, to re-present, as every image is a representation of something; it is
never a 'natural' phenomenon. As soon as people are pictured, they become representative of the
social groups they are seen to represent - groups such as gender, sexuality, age, ethnicity, social
class, occupation and region. But the people are also not simply static pictures. They are part of
the way the text interacts with us, the readers.
This study looks at the images of people in ads and works to establish whether people will associate
masculine or female characteristics to an ideologically gender free producta vehiclewhen there is a
corresponding male or female model in the ads as well
Literature Review
As mentioned earlier, there is not a lot of research about the topic of how the gender of the model
in an ad effects peoples perceptions of the products. However, on broader terms, there have been

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numerous amounts of studies on gender and advertising. Cramphorn (2011) completed a study about the
gender effects in advertising. The research process included showing an ad to individual participants and
then the respondents filled out a questionnaire relating to the ad (Camphorn, p 152). The findings of
Cramphorns (2011, p 166) study show that advertising directed to just men or just women is more
effective. My own study looks to see if perhaps an effective way of connecting products to a male or
female is by having a male or female model presenting the product in the ad. Rubie-Davies & et al (2013,
p 175) completed a study where the contemporary portrayal of men and women and of ethnic minority
groups in New Zealand television advertisements were examined. In fact, over 3,000 advertisements were
coded with the result that men and women were less often depicted in stereotypical roles than has
previously been reported (Rubie-Davies & et al, p 175). In relation to my own study, I am using very
stereotypical masculine and feminine adjectives. If there has been more time available, it would have
been interesting to analyze the data further to see if participants put the male and female model into
stereotypical categories. Luoh, H. & Lo, P., (2012, p 416) studied the chef endorser in restaurant
advertisements in terms of the advertising effectiveness based on the gender of the chef used. The study
also explores the influence of respondents' gender stereotypes and respondents' genders on the
effectiveness (Luoh, H. & Lo, P., p 416). An experimental design was conducted which varied the gender
of the chefs and a questionnaire with a sample size of 422 was used to discover the participants
perception of the ads effectiveness (Luoh, H. & Lo, P., p 420). The most important result from the study
in terms of my own study is that it was found that the respondents' genders could alter the perception of
the advertising. For my own study, I use the data collected to compare results based on participants
gender. Knoll, S., et al (2011, p 868) studied the degree of stereotypes in advertisements. To do so, Knoll,
S., et all (2001, p 874) completed detailed content analyses of 183 advertisements. Their results show
that, despite the change in traditional sex roles, gender stereotyping in advertising still prevails in todays
medias. My research ties into this because people will associate the stereotypical masculine or feminine
characteristics to the male or female model if they themselves hold gender stereotypes.
Methodology

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Design
Most of the choices made for the design of the research study were due to a literature review and the
findings from previous researchers studies. Two separate advertisements were created: one with a male
model and one with a female model. Choosing a product for the models to present was important because
it had to be a gender-neutral product. A vehicle was chosen because of according to McGaugh and
Widgery (1993, p 36), men are no longer the sole buyers of automobiles. It was necessary to choose
models that were clearly a man and a woman but that were very similar to each other so that their looks
would contribute as little as possible to participants responses. Therefore, each model has brown hair,
around the same age, similar clothing style with neutral colouring (jeans and white shirt) and similar body
sizes. Once the two models were chosen, they were photoshopped beside the neutral vehicle (Appendix
A). The vehicle chosen for the ad was a SUV/Jeep because according to Lezotte (2012, p518) certain
vehicles have gendered meanings such as a truck (male) or minivan (female). Auster and Mansbach
conducted a study about A black vehicle was chosen for the ad because it was a seemingly gender-neutral
colour. However, Auster and Mansbach (2012, p 379 ), conducted a study which examined over 500 toys
being marketed for children to see to which extent certain characteristics, such as colour, were shared for
boys and girls toys. As it turns out, bold colours, such as black, are predominately gendered as a
boy colour while pastels and pinks are predominately gendered as a girls colour (Auster C.J., &
Mansbach, C.S., p 378). Thus, perhaps a more gender-neutral colour for the vehicle would have affected
the results of this study in my favour. The next step in the design process was to erase the logos on the
vehicle in order to eliminate the risk of participants possible past knowledge, use of this vehicle or
company affecting their survey responses. This aspect to the design presented itself after reading a study
by Lee, et al(2010). They studied the relationship between message strategy and gender as they relate to
behavioural outcomes of advocacy advertising through a quasi-experimental method (Lee, et al, p 49-50).
Lee, et al (2010, p 51), in designing their advertisements, made sure to keep them identical (besides the
message strategy). While reading this, I realized that for my own advertisement, I must keep them
identical and take away company logos. Finally, 60 surveys were printed: 30 with a male model and 30

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with a female model. 61 questions were asked on each survey: 8 general questions, 51 closed, Likert scale
questions, and 2 open questions. Most of the general questions were positioned in the beginning of the
survey while the closed, Likert scale questions were in the middle, and the 2 open questions were placed
at the end to eliminate participants answering closed questions while already knowing the objective of
the survey. The 51 closed questions were developed after reading Ademolas (2009) research about the
effects of gender-role orientation, sex of advert presenter and product type on advertising effectiveness.
Ademola (2009, p 539) used the Bem Sex-Role Inventory (BSRI) to measure participants gender-role
orientation. The BSRI works to characterizes ones personality as masculine, feminine, androgynous, or
undifferentiated ("Bem Sex Role Inventory."). The BSRI is based on gender stereotypes and therefore, it
is measuring is how well one fits into their traditional sex role ("Bem Sex Role Inventory."). I developed
most of the 51 closed statements based on the BSRI adjectives so that the vehicle and the model in the ad
could be characterized as wither masculine or feminine.
Procedure and Participants
A population of about 200 students from Brock Universitys COMM1F90 lecture were asked to
voluntarily fill out the survey (thanks to the permission I received form Professor Marian Bredin). This
sample was a convenience sample which was sufficient because a variety of demographics was still
studied. 60 surveys were handed to the class: 30 male model surveys to one side and 30 female model
surveys to the other side of the lecture hall. Of which, 46 were returnedthis is because one student
stopped passing out a pile of surveys on to the next person. Cramphorns (2011, p 152) research process
included showing an ad to individual participants and then the respondents filled out a questionnaire
relating to the ad. This study was particularly useful because, like my own study, Camphorn (2011, p 152)
was particular about making sure the participants were not distracted by other advertising material.
According to Camphorn, (2011, p 152) this is beneficial because there is a lesser risk of contamination of
results. Next, all data from the 46 surveys was entered into an Excel spreadsheeet (Appendix D). Coded
survey questions and responses in order to enter data and analyze data more easily. There were 27 surveys
with the male model and 19 surveys with the female model returned. Participants consisted of 22 males

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and 24 females. The male model survey had 13 female participants and 14 male participants. Finally, the
female model survey had 11 female participants and 8 male participants. It was necessary to remove 7
surveys because 6 participants had responded that they had indeed used or owned the particular vehicle in
the ad and 1 participant had responded to the last 30 questions or so with the same number; this indicated
that the participant was not responding accurately. Thus, the final tally included 39 usable surveys: 22
surveys with the male model and 17 surveys with the female model. The new participant count consisted
of 22 female participants and 17 male participants. The male model survey had 13 female participants and
9 male participants. The female model survey had an adjusted count of 9 female participants and 8 male
participants. Participants ranged from the age of 18 to 23. For the analysis, all survey responses for each
statement were averaged. Then, 9 masculine and 9 feminine type questions were chosen for the in-depth
analysis (Appendix E). These specific 18 statements were chosen because they were the statements that
applied to both the car and the person equally.
Results
The results in the four graphs show that people do not associate masculine characteristics to the vehicle
when there is a male model in the ad and people do not associate feminine characteristics to the vehicle
when there is a female model in the ad. This was concluded after participants responses were averaged
out for the 18 chosen statements. Anything below 4 meant the person disagreed and anything above 4
meant the person agreed (this is in accordance to Likert scale in which the participants were responding
to). To be clear, the Person: Male type statements (Q28-Q51) is important to figure out because it
establishes whether participants thought the chosen model even fit a male or female character. If they did
not believe the model was male enough for instance, then finding out whether the vehicle fit male
characteristics because a male stood beside it, would not make sense. Because the limited amount of time
and specifically, space, that I have, only the results that directly relate to my hypothesis will be shown.
However, all other results are included in the Appendices. Appendix B has the results I am stating down
below in chart form which is simply another way for readers to grasp and understand what the results are
saying. These results shown in their graph form are in Appendix C.

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Graph 1
Graph 1 is a comparison of male and female responses to masculine type questions to the male model
survey.
- Average male response for Vehicle: Masculine type statements (Q1,4,17,19,24): 4.3 = agree
- Average male response for Person: Masculine type statements (Q28,43,45,51): 4.78 = agree
Therefore, male participants did associate male characteristics to the vehicle when there was a male
model in the ad. This supports hypothesis.
- Average female response for Vehicle: Masculine type statements (Q1,4,17,19,24): 3.46 = disagree
- Average female response for Person: Masculine type statements (Q28,43,45,51): 4.73 = agree
Therefore, female participants did not associate male characteristics to the vehicle even though they felt
the male model fit male characteristics. This does not support hypothesis.
Graph 2
Graph 2 is a comparison of male and female responses to feminine type questions to the male model
survey
- Average male response for Vehicle: Feminine type statements (Q9,14,22,25,26): 3.56 = disagree
- Average male response for Person: Feminine type statements (Q35,40,48,50): 2.97 = disagree
Therefore, male participants did not associate female characteristics to the vehicle when there was a male
model in the ad. In addition, male participants did not associate female characteristics to the male model.
This is good because that means the first graphs conclusion is correct in saying that male participants
agreed that the male model fit male characteristics. This supports hypothesis.
- Average female response for Vehicle: Feminine type statements (Q9,14,22,25,26): 3.57 = disagree
- Average female response for Person: Feminine type statements (Q35,40,48,50): 3.42 = disagree
Therefore, female participants did not associate female characteristics to the vehicle when there was a
male model in the ad. In addition, female participants did not associate female characteristics to the male
model. This is good for the same reason it was good for the male participantsgraph 1 and graph 2
correspond. This supports hypothesis.

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Graph 3
Graph 3 is a comparison of male and female responses to masculine type questions to the female model
survey
- Average male response for Vehicle: Masculine type statements (Q1,4,17,19,24): 3.70 = disagree
- Average male response for Person: Masculine type statements (Q28,43,45,51): 3.41 = disagree
Therefore, male participants did not associate male characteristics to the vehicle when there was a female
model in the ad. This supports hypothesis.
- Average female response for Vehicle: Masculine type statements (Q1,4,17,19,24): 4.11 = agree
- Average female response for Person: Masculine type statements (Q28,43,45,51): 3.32 = disagree
Therefore, female participants did associate male characteristics to the vehicle when there was a female
model in the ad. This does not support hypothesis.
Graph 4
Graph 4 is a comparison of male and female responses to feminine type questions to the female model
survey.
- Average male response for Vehicle: Feminine type statements (Q9,14,22,25,26): 3.87 = disagree
- Average male response for Person: Feminine type statements (Q35,40,48,50): 4.8 = agree
Therefore, male participants did not associate female characteristics to the vehicle when there was a
female model in the ad. This does not support hypothesis.
- Average female response for Vehicle: Feminine type statements (Q9,14,22,25,26): 3.83 = disagree
- Average female response for Person: Feminine type statements (Q35,40,48,50): 4.82 = agree
Therefore, female participants did not associate female characteristics to the vehicle when there was a
female model in the ad. This does not support hypothesis.
Limitations and Further Research
As Cramphorn (2011, p 152) stated, there is a lesser risk of contamination of results when participants are
not distracted by other peoples presence of comments and unfortunately, this was not the case with this
study because it took place within a lecture filled with about 200 students and furthermore, the professor

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carried on with lecture making it so that people were trying to multitask between answering the survey
questions and copying down lecture notes. Furthermore, the time frame was a major limitation. If there
had been more time a pilot study would have been carried out where I would have discovered that certain
statements were unnecessary or that having a neutral option for the survey responses would give
lacking results. If there had been more time, I would have developed more hypotheses because I have a
lot of data that could answered many more hypotheses like those that I had intended. If there had been
more time, different research methods, such as focus groups, and a larger sample of participants could
have been employed. Further research should use all overcome all the limitations above in order to give
stronger and more conclusive results.
Discussion
This study set out to explore peoples various perceptions of advertisements due to the gender of the
model used in presenting the product. In this case, a vehicle was the product. The hypothesis was that
people would associate masculine characteristics to the vehicle when there was a male model in the ad
and would associate feminine characteristics to the vehicle when there was a female model in the ad.
Overall, the only evidence to support my hypothesis can be seen in Graph 1: male participants associated
the vehicle with male characteristics when there was a male present in the ad. This is interesting because
male participants did, and female participants did not. These results could point towards the fact that
perhaps the vehicle was simply a more masculine type of vehicle and I should have chosen a different
vehicle. As it stands, the results from the 39 survey responses do not support the hypothesis. According to
Cramphorn (2011, p 147), less than 15% of ads are directed specifically to women and less than 5% are
intended just for men. Apparently, the remaining 80% are targeted to everyone (Cramphorn, p 147).
However, Cramphorns (2011, 147) findings show that advertising directed to just men or just women is
more effective. I had hoped to discover that a reason for this may be because the same gender is used to
present a product that the marketers are trying to advertise to.

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References
Ademola, O. (2009). Effects of Gender-Role Orientation, Sex of Advert Presenter and Product Type of
Advertising Effectiveness. European Journal of Scientific Research, 25(4), 537- 543.
Advocacy Advertising. Journal of Current Issues & Research in Advertising (CTC Press), 32(1), 47-55.

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Auster, C.J., & Mansbach, C.S., (2012) The Gender Marketing of Toys: An Analysis of Color and Type
of Toy on the Disney Store Website. Sex Roles, 67(7-8), 375-388.
"Bem Sex Role Inventory." Bem Sex Role Inventory. Web. 4 Aug. 2013.
<http://www.neiu.edu/~tschuepf/bsri.html
Cramphorn, M. F. (2011). Gender effects in advertising. International Journal Of Market Research,
53(2), 147-170.
Goddard, A. (1998). The Language of Advertising: Written Texts. London and New York: Routledge.
Knoll, S., Eisend, M., & Steinhagen, J. (2011). Gender roles in advertising. International Journal Of
Advertising, 30(5), 867-888.
Lezotte, C. (2012). The Evolution of the Chick Car Or: What came first, the chick of the car? Journal of
Popular Culture, 45(3), 516-531.
Luoh, H., & Lo, P. (2012). The Effectiveness of Chef Endorsement in Restaurant Print Advertising: Do
Respondents' Gender Stereotypes or Genders Matter?. Asia Pacific Journal Of Tourism Research,
17(4), 416-431
McGaugh, J., & Widgery, R., (1993) Vehicle Message Appeals and the New Generation Woman. Journal
of Advertising Research,33(5), p 36-42.
Rubie-Davies, C.M., & Lui, S., & Lee, K.K. (2013). Watching Each Other: Portrayals of Gender and
Ethnicity in Television Advertisements. Journal of Scoail Psychology, 153(2), 175-195.

Appendix A

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Appendix B
Chart of Results

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Gender of
Participants

Graph 1

Males
Females
Graph 2 Males
Females
Graph 3 Males
Females
Graph 4 Males
Females
= supports hypothesis

Gender
Characteristics
Type of
Statements

Gender
of
Model

Masculine

Male

Feminine

Male

Masculine

Female

Did Associate
Gender of
Characteristics
to Vehicle

Did Not
Associate
Gender of
Characteristics
to Vehicle

Feminine

Female

= does not support hypothesis

**In order for the results to support my hypothesis: when the gender of the Gender of Characteristic
Type of Statements is the same gender as the Gender of Model, you want the participants to be in the
Did associate box. Thus, for the top two cells and the bottom two cells in the Did Associate Gender of
Characteristics to Vehicle column, there should be all black check marks in order for my hypothesis to be
supported by this data. Instead, there is only one.

Appendix C
Graph 1

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Graph 2

Graph 3

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Graph 4