 Misrepresentation :

 Incorrect or unfaithful representation in

the capacity of agent or official
representative, as of a principal in a
matter of business, or of constituents
in legislation.
• CULTURE
– Edward Hall explains culture as those deep,
common, unstated experiences which
members of a given culture share, which they
communicate without knowing, and which
form the backdrop against which all other
events are judged27.
• MASCULINITY
– Masculinity is a term used for a society where
men are considered to be self-confident,
rough, and focused on material success
whereas women are considered to be more
humble, modest, caring, and concerned with
the quality of life.
• FEMININITY
– used for a society where both men and women
are considered to be humble, tender, and
concerned with the quality of life.
• ADVERTISING
– According to Gillian Dyer in its simplest sense
the word advertising means drawing attention
to something, or notifying, or informing
somebody of something49. There are many
ways of advertising. You can advertise by word
of mouth which is an inexpensive way or
either you can distribute leaflets, make a
newspaper or radio or internet or television
advertisement.
 How masculinity or femininity of a
culture is influencing the consumers’
responses on the gender appearance in
advertisements?
 Togive a clear view of the influence, on
consumers, of the cultural background,
as it concerns the masculinity and
femininity of a culture, on the
appearance of genders in
advertisements.
 Use quantitative research strategy to
collect the needed data and
questionnaire is been used in this
research.
 Database for the study:
 40 students in Umea University from different
nations (foreigner, Swedish students).
 to find out how culture influences the gender
appearance on advertising and how they
perceive it.
• ANOVA method will be used as a
complementary part to the study in
order to test some hypotheses.

• These hypotheses are:

 H01: The masculinity-femininity level of
the country someone comes from does
affect the rest variables
 H02: There is a difference between men
and women as it concerns the rest
variables.
 ACCEPT H02 :
• There is a different attitude between men
and women towards:
 the selection of which person they prefer to
appear in car advertisements.
 the selection of which person they prefer to
appear in refreshments advertisements.
 There is a different reaction between men and
women towards picture a.
 There is a different reaction between men and
women towards picture b.
 This
research proved that it does
matter if a person is a man or a woman
because this influences his/her
reactions towards the appearance of
gender in advertisements.