The portrayals of a gender-specific image, visual displays, values, customers, and role identity and socially constructed expectations, etc. in an advertisement, which may impel consumers to identify themselves with the gender image shown in the advertisements.
Published in Chapter:
The Role of Digital Advertising in Shaping Ideals and Consumption Choices in the Digital Era: Effectiveness of Digital Advertisements
Lilit Baghdasaryan (Northumbria University, London, UK)
Copyright: © 2020
|Pages: 26
DOI: 10.4018/978-1-7998-0131-3.ch013
Abstract
Digital advertising is one of the most dominant elements of a communication mix. Consumption choices refer to the journey where consumers make decisions based on the problem-solving attributes of the products and services. The choices are conditioned with the reality shaped around us and social processes that impose ideal, self-identity, self-concept, ideal self, gender identities, and consumer cultures via visual digital designs and celebrity portrayals. Organisations aim to build digital advertisement strategies and create awareness of certain goods and services, but at the same time, the advertisement plays a significant role in generating new needs, new identities for consumers, and new role expectations. Digital technologies enable marketers to predict consumption behaviour and measure the consumer responses on key metrics of advertisement effectiveness.