Gender

How to impress a woman?







How to impress a man?





Gender differences play a big part in how business go about marketing. In a research report, a group of people were taken into a room and were asked to remember various items. The males in the group remembered the big picture hanging on the wall, also a desk and bookshelf. The females, however, remembered more intimate details like flowers or a picture.



Schiebe and Condry (1984) examined advertisements according to product type and discovered major gender differences in the way companies market to the two genders.


Advertisements aimed at:
Males - Valued ambition and physical strength
Females - Stressed beauty and youth

A male approach to buying and communication requires decision making based on partial information gained, minimal patience, look for clarity and simplicity and humourous advertisements.

For advertisers, adverts for women are more likely to be more detailed as they appreciate finer details in a product. Males however, pick up on only one or two subtle clues, they need to be shown the bigger picture and are less likely to process cmplex metaphors.



A video highlighting how adverts stereotype the two genders.
http://www.youtube.com/watch?v=0nIXUjzyMe0