The Appeal of Image Advertisements

Abstract

Past research with adults has shown that image advertisements are especially appealing and persuasive to adults with high social-image concerns. In this study the appeal of such advertisements to young adolescents as a function of age, gender and imaginary audience ideation was assessed. One hundred fifty-six males and females 8 through 16 years of age rated the appeal of image and quality oriented advertisements for alcohol, tobacco, clothing, and personal care products, and completed the Imaginary Audience Scale. Major findings include a differential effect of imaginary audience ideation by age and by product, and gender differences among the 11- through 13-year-olds. A stronger preference for image oriented alcohol and tobacco advertisements was shown among 14- through 16-year-olds and 11- through 13-year-old girls than among 11- through 13-year-old boys and 8- through 10-year-olds.