The Gender Perception Differences towards TV Commercials in Iran

This study examines the gender perception differences towards TV commercials in Iran.The basic purpose was to ascertain the reliability and discriminative capability of five adjectives (Informative, Exciting, Appealing, Amusing, Irritating) on 40 Iranian TV commercials on the perception of their viewers. In the development of the perception, researcher often uses t -test to ascertain the discriminative power of the adjectives. The study indicates that in general there are no gender perception differences towards TV commercials in Iran. The only differences found on the male viewers for some products, including feminine hygiene. This type of study will enable the industry to measure the pulse of the general consumers from time to time. Knowledge of these in different segments of society will help the industry and advertising agencies in the development of creative strategy and media planning for targeting specific groups, Therefore, the long-term goal of the industry should be to improve its performance over time.

Keywords:

Iran , Advertising , Perception , TV Commercials