Age and gender features of the correlation between the emotional evaluation of commercials and the intelligence indicators of high school and university students

Abstract

The article is devoted to the empirical study of oneof the dimensions of the problem of the relationshipbetween intelligence and emotional evaluation of personality.The aim of this article is to investigate the ageand gender characteristics of verbal, mathematical,spatial intelligence in adolescence and youths, as wellas to establish a correlation with the characteristicsof emotional evaluation of commercials by highschool and university students of different genders.The study focused on determining the age and gender characteristics of intelligence indices of high schoolstudents aged 15–17 (N = 47) and university studentsaged 19–21 (N = 49); and determining the relationshipbetween the verbal, mathematical, and spatial intelligenceof the two samples’ respondents (adolescentsand young people, boys and girls), and their emotionalevaluation of the commercials. Methods. In order tosolve research questions, two approaches are used:R. Amthauer’s “Test of the Structure of Intelligence”and C. Osgood’s semantic differential method. Results.In contrast to high school students, university studentshave a higher level of development of verbal and mathematicalintelligence. A higher level of developmentof verbal intelligence in girls and a higher level of developmentof spatial intelligence in boys were stated.Significant correlations between the emotional evaluationof commercials and gender and age characteristicsof intellectual abilities have been identified. Theindependent variable “gender” has a higher value thanthe independent variable “age”, according to the mathematicaland spatial intelligence of boys and girls intheir advertising evaluation. Music commercials withactors, a storyline, and elements of drama, as well asvideos with computer special effects, were found to bethe most entertaining to the respondents.