PR and advertising
A successful advertisement must not only be attention grabbing by its graphic designs, it should also relates to the audiences and speaks to their needs. ¡¥People in different stages of life have different needs¡¦ (Wells, 1989, pp97) for example younger audience might find magazines like FHM, ELLE or VOGUE more entertaining and informative because they contain more information on fashions and technologies. Older audience might find magazines like TIMES and READER¡¦S DIGEST more informative and …
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…that culture is another factor influencing consumers value system and affects their behaviour toward purchasing goods (Schiffman, 1978, pp330).
The research result did not come out as what I have expected, but it shows that People interpret messages come out from advertisements differently according to their values and attitudes and these values and attitudes are influenced by demographic criteria such as sex, age and culture, these factor have an direct influences on consumer behaviour.
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