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More moderen research by Martin (2003) reveals that women and men differ in how they react to promoting depending on their mood at the time of exposure to the ads, and on the affective tone of the advertising. When feeling unhappy, males choose comfortable ads to boost their mood. In distinction, females want completely satisfied advertisements when they are feeling comfortable. The television programs during which adverts are embedded influence a viewer’s temper state. a hundred forty five Susan Wojcicki, creator of the article “Ads that Empower Women don’t just Break Stereotypes—They’re additionally Efficient” 146 discusses how advertising to women has modified since the first Barbie business the place a little girl tells the doll that, she wants to be similar to her. Little ladies develop up watching ads of scantily clad women advertising issues from trucks to burgers, and Wojcicki states that this reveals ladies that they are both arm sweet or eye sweet.
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