Abstract

The role of gender and the changes that occur with it are the subject of many psychological, sociological, behavioural and political sciences, which makes the topic relevant today. The current research measures the role of gender and family status of 398 respondents, as well as their reactions to hybrid advertising as part of the personalization and visualization of the products and services offered. The results show that a positive response is given by the respondents regarding advertisements with increased presence of men and women and impactful visualization, compared to those in which persons of both sexes are not present. The applicability of the research is important for the organizations that created the respective advertisements, because the connection between the susceptibility of the respondents to characters in the advertisement is deduced, which leads to extreme reactions.

Keywords: Gender; Personal and visual effect; Impact of advertising