Abstract
This study examined the impact of culture and attitudes towards motherhood (ATM) on the effectiveness of traditional/non-traditional gendered advertisements. Korean and British participants viewed either traditional or non-traditional female portrayals in adverts and rated them for purchase intention and brand attitude. They also completed the Attitudes towards Fertility and Childbearing Scale (AFCS) containing three subscales: Fertility, Hindrance, and Social Identity. The results showed that there was a significant difference between cultures on ATM with more negative attitudes in Korean participants. However, there was no interaction effect between culture and advert type on advertising effectiveness, but main effects of culture and advert type were found. Favourable attitudes towards motherhood significantly positively correlated with the effectiveness of traditional adverts, but not non-traditional adverts except for Hindrance with PI.