Gender

The Difference Between Male and Female!

It is believed that ways to impress a woman involve the following things:

• Compliment her
• Respect her
• Honour her
• Cuddle her
• Kiss her
• Caress her
• Love her
• Stroke her
• Tease her
• Comfort her
• Protect her
• Spend money on her
• Wine and dine her
• Buy things for her
• Listen to her
• Care for her
• Stand by her
• Support her
• Hold her
• Go to the ends of the earth for her

And ways to impress a man include the following:

• Show up naked!
• Bring food!

When i first read the above statements i couldn't help but laugh as i think it is so true.

However the point behind this being that male and female brains work in very different ways. It is thought that women are more emotional and more sensitive and caring than men are and women take more into account than men do, little things are more important to women than they are to men. This is because the limbic system/emotional brain is larger in women. If you have time take a look at the video below.

In class today we were shown a series of charity adverts and asked to respond on how we felt after watching them:

• Bernardos
• Cancer Research
• Give Blood

The question being did these adverts tug on the heart strings. After watching them would they convince you to donate to that particular charity. The general consensus was that females in the class felt more sympathy and related more to the adverts and were more empathetic than the males in the class. This could therefore mean that they would be more willing to donate to the specific charity. Research has shown that women tend to use both sides of their brain whereas men tend to only use the left hand side of theirs, making them more directly to the point. This is an important piece of information when compiling a marketing campaign. The marketeer will have to understand the differences in the male and female brain processes to accuratley target either group. For instance, take a look at the picture below:




When asked to look at the picture for a few minutes then asked to remember what was in the room, men would typically be able to tell you where a desk was or the location of a cabinet. whereas a women would be able to tell you the more intricate details such as a vase of flowers the pattern of the decor, the colours, if there were pictures on the walls. If you take this into consideration when thinking about advertising it possibly shows that women would prefer prettier wore detailed adverts that carry a story whereas men would prefer just to see the product and know what it does so being more to the point. Going back to the charity advertising , because of the emotional side of the brain women are the primary caretakers of children because of their ability to bond more than males, (See article: Male and Female brain differences.) This article also states that 70% of carers for the elderly are women, women tend to have more friends, and they have a larger nesting instinct than men. All of this information should be taken into account when it comes to charity advertising as they can use the fact that women have a greater concern for others than men do to gain donations and to have a successful campaign.
Relating this to direct mail and how genders respond to direct mail, women tend to respond more to a conversational style, a more emotive style, they will spend the time to sit down and read through an advertisement, whereas a male would prefer to simply be told the facts in a straight forward mannor. The conversational style is often found in mailshots for charities. Women will also respond well to images and strong colours whereas men wont really take this into consideration when reading a mailshot.

A clip below showing how the different sexes brains work!! The girls like to know all the little details, whereas the guys are just straight to the point!



Follow this link to see a womans ideal of the perfect man: After Eight Advert

Schiebe and Condry (1984) examined advertisements according to product type and found major gender differences in the values promoted in advertisements. Advertisements which are aimed at women heavily stress beauty and youth, and those aimed at men emphasise physical strength and valued ambition. Take a look at this: