x...Gender Response...x

“We are who we are because of everyone”

Apart from the obvious differentiation between men and women there are also social and mental factors that affect our decision making and perception. Within the lecture it was an exploration to see whether certain adverts and magazine ads are aimed at either men or women. Depending on the sex who is receive the encoded message of buying the product it was found that women paid finer detail to the specifics within an advert where as the men only looked to it as a whole.

When an experiment was conducted to see whether it was the regular buying habit, brand loyalty or the appealing advert advert in particular. it was found that amongst the men who were with us many didn't notice the finer details. so were they really appreciating the way in which the marketing world was trying to capture them. or is it plain simple and straight to the point campaigns that really capture a man??? The image was of a well laden room, it could e argued resembles that of something you’d find in a presidential suite. We were then allocated a small amount of time to consume the image and write down everything we saw. Many of the women in the class specified things that the men had no clue were there, the tall lamp in the foreground, or the tapestry on the wall. However there was an anomaly in this experiment. As we were sent in groups to conduct our own experiment it was the men who were specific in their findings. “Males displayed much less accurate results than females did”

However, after talking to the male participant after it was found that they attempted the task as more of a challenge rather than an observation. This also shows that men are allot more competitive than women and when approaching the task to compete against a friend they consciously search for more things than their brain would normally notice. Research also showed that women appeal better to bright colour.http://www.post-gazette.com/pg/06256/721190-114.stm the article shows that some women hold the genes to see 4 spectrums of colour rather than the usual 3! Showing that without even necessarily trying the women will pick up on more detail.

Schiebe and Condry (1984) carried out Research was carried out research to determine the varied gender responses. They analysed advertising to whether the values within the advert different when a specified gender was being appealed to. They found that adverts aimed at women, tended to concentrate on beauty, the family and formative years. In comparison to that of advertising to men which valued aspiration and manhood. This can also be argued to be a reflection on society today.

However nowadays children are become increasingly more aware of messages in marketing. When charities try to receive donations, they try to play on our human nature of emotions, by using the small abandoned child with the big blue eyes:

Women tend to be affected by this as they hold a maternal instinct to help people where as the men in our class who found watching charity ads somewhat tedious and boring!

Conclusively it goes to show how the formula that makes us unique as individuals is a result of what we are exposed to in our lives, also the way in which men and women read marketing communication whether determined by colourful packaging.

http://www.youtube.com/watch?v=UsfNXj9s-iY

Or an inspirational figure to which one would hope to be some day whether than be in the form of a desired physique or the aspiration of that new car they’ve always wanted.

http://www.youtube.com/watch?v=krhB_An8fT4&feature=related

these adverts in some way merge the two genders responses for the first time in my research as a sexual essence is used in both showing that both men and women respond to sexual references.