Perú (n = 100) | Guatemala (n = 100) | |||||
---|---|---|---|---|---|---|
Neutral n (%) | Female n (%) | Male n (%) | Neutral n (%) | Female n (%) | Male n (%) | |
Product representation | 87 (87%) | 5 (5%) | 8 (8%) | 78 (78%) | 2 (2%) | 20 (20%) |
Number and gender of the persons shown in the ad | 81 (81%) | 10 (10%) | 9 (9%) | 77 (77%) | 10 (10%) | 13 (13%) |
Gender of the main character | 74 (74%) | 12 (12%) | 14 (14%) | 52 (52%) | 12 (12%) | 36 (36%) |
Public to which the ad is visually oriented | 70 (70%) | 13 (13%) | 17 (17%) | 60 (60%) | 13 (13%) | 27 (27%) |