Gender Diffrences

 

The differences between both genders buyer behaviour is based on the way advertising targets both male and female.

An article about a study which analyzed gender in advertising, explains how that men are usually portrayed as virile, muscular and powerful. Their powerful bodies dominate space in the ads. For women, the focus is on slenderness, dieting, and attaining a feminine ideal; women are always presented as not just thin, but also weak and vulnerable.

Critics and others suggest that just as traditional advertising has for decades sexually objectified women and their bodies, today’s marketing campaigns are objectifying men in the same way. A 2002 study suggests that this new focus on fit and muscled male bodies is causing men the same anxiety and personal insecurity that women have felt for decades.

Source: 
http://www.media-awareness.ca/english/issues/stereotyping/men_and_masculinity/masculinity_advertising.cfm

These stereotypes exist, to a certain extent, because they are easier than getting to know every man and women in the world personally. Advertisers are especially prone to using stereotypes to sell products for the same reason. They assume that all women or men are similar to make targeting audiences a simpler process, as it’s easier than getting to know every man and woman in the world personally.

Men are stereotyped to be masculine, dominant, strong, aggressive and active. Whereas women are stereotyped as feminine, submissive, weak, emotional and communicative.

This is a video clip from the BBC comedy series 'That Mitchell and Webb look' it takes a very interesting look at how sexist TV advertising is and how advertising is stereotyped. It shows how adverts cater to female’s insecurities and worries and the males sense of being macho and cool.

This advert is an example of how females and males are stereotyped, men loving their alcohol and women loving their wardrobe and having chitchat.

http://ezinearticles.com/?Advertising-For-Men-and-Women&id=2904966

This article explains the response from both genders when it comes to advertisements.

Females pay more attention to details than males do. They always seem to notice when something is out of place or missing. Women tend to remember the exact arrangement of the furniture used in an ad, and they even notice the small vase behind the actors or models. Women do not compete as much as men. Instead they are usually more understanding and sympathetic. Females also like objects of sentimental value; this is where nostalgic adverts have an effect on females. They like to feel special and unique. As women are able to use both sides of their brain more equally than men, they are able to communicate with others better. This will increase their emotional response, which will then cause females to purchase certain products.

Most women are very concerned about their appearance. They like to have a wide selection of products to choose from. An example of this is shampoo. It comes in varieties for dry or damaged hair, blonde hair, fine or oily hair, colored or permed hair, straight hair, curl enhancing, volumizing, etc.

Cherly cole was used for this advert as a way to aim at women to watch the advert as she is known as a style iconL'Oreal said they chose Cheryl as she is a ‘glamorous, stylish and talented young woman whose warmth and charm has captivated the nation and helped to establish her as an inspiration to women throughout the UK.’ Cheryl also said she’s excited about the opportunity and that ‘every woman has the right to feel beautiful.

Women respond more positively to advertisements than men do. They also tend to believe ads more than men. So research has shown that advertising is most effective when it targets women.

Males tend to see the big picture of things, and they do not notice details. Males love anything that can make their life easier, like objects that signal leisure and financial gains. Competition is a common thing with men. They hate to lose, and always want to be the best.

Gillette advert

Men do not want to seem concerned about their appearance or fashion. They are very concerned about their images. Males do not want to appear weak or to self-involved. For this reason, they like simple thing with few options. The Gillette advert shows well known celeb athletes known for their role they play in well known sports like golf, tennis etc. As many men seeing this advert will feel a sense of masculinity and power, that’s what the advert portrays.

Men tend to recognize the sponsor of ads more than women do. However, men also have a greater resistance to advertising. Males think advertisements are dull and boring (unless an attractive person is in the ad).

The colours used for advertisements do matter, as the colours and graphics in adverts capture the attention of consumers. So when it comes to targeting men in adverts, the article states that they prefer bright colours and women like softer colours. As men prefer simple things and most men only know the basic colours like red, blue and green.  Advertisements with yellow and blue are more effective with men than women. Blue is the most popular colour for both men and women. Green is also a good colour for advertisements that that target both men and women.

This perfume advert is aimed men it shows simple advert with a basic colour blue with a great graphic showing a man in action which catches the eye immediately.

This perfume advert for woman shows the use of softer colours and a more femine look with a nice long dress.

This is an Adidas advert which I thought Ill show, its women vs men, let the competition begin!