We've just been notified that our one-day workshop proposal "How do cultural background and gender affect people’s responses to multimodal metaphor in advertising?" has been accepted as part of the events scheduled for the forthcoming British Science Week 2016.
In this workshop we explore differences between customers according to their cultural background and gender. We report the results of an experiment that looked at the speed of processing, depth of understanding, and perceived persuasive power of several advertisements by a representative group of men and women from UK, Spain, and China. Our aim is to outline the reasons for the existent differences, thus highlighting how advertisers can improve the outreach of their campaigns. This involves addressing women’s specific needs but also making adverts more coherent from a cognitive point of view. Additionally, we aim to strengthen a critical and conscious consumer attitude.