Unfortunately i was not able to attend this lecture, but form what i have gathered from the lecture notes and from a few Blogs i have read by other people on the course is that "Women are actually going to inherit the earth!" advertisers seem to want to focus most advertisements at the female population,just open a magazine,news paper or turn on the television and there will be adverts for ladies things. Have all male products just disappeared?
The fact that women seem to have a higher awareness about whats actually going on around them possibly helps hence the phrase "multi-tasking" women seem to have more detailed and structured adverts aimed at them, there always seems to be so much more going on in the fore,middle and back ground to all the feminine adverts even down to the colours used,where as the more masculine advert targeted at men is often bold and has the product in an "in your face" placement,no messing around. The colours have an effect on peoples reaction to things there are a few links below and some adverts to the right, if you want to view a few of them, and let me know what you think of them and which one stands out for you the most,it would be most appreciated as i have an assignment due in for Ruth,and i think i can use these results for the assignment,cheeky i know but hey if you dont try... you will never know right?
The issue of male and female differences "is much more fundamental than the usual myopic
media one about where the ads appear: it's about recognizing women {and men's} different approach" (Financial Times, June 29, 2001)
In the class this week the group looked at advertisements and were asked the question i put to you which advert stands out for you more than most? From reading what my fellow student friends have written, there was a general consensus about the first set of adverts between the male and female populations in the group,I am lead to believe they did this a total of 3 times but by the third time of doing this according to Kara " We had now started to get worn out and the results were beginning to deteriorate as people lost concentration" (Understanding the Customer, November 7,2008)
From what information i could find i gathered that we are looking at the perceptiveness of the sexes:
- Men,prefer simple adverts that are visual with a 'rougher' touch and darker colours.
- Women, however prefer softer adverts and lots of colour, a softer touch like silks and passionate colours like " Russian Velvet " - to the male population it means "RED" ( Russian Velvet is an actual name from Dulux)
- Women also like as much information in "adverts" as possible.
- (now i know why women always nag!)
Also what i would like to know is do celebrities make you want the product more or make you remember the advert? Were you happy or disappointed with the product?
One example of this for me is the Mini Magnum advert with Eva Longoria, in which after watching this i said "we can give them a go!" but the grave disappointment on my face when i opened one was horror! This was due to the fact that they looked so big in her hand, and when i opened it,it was so small.Ms Longoria must be the size of a Hobbit! Hot, but a Hobbit!
Below is a link to the advert that has caused some long sleepless nights....
So what does make an advert memorable? Is it the use of celebrities like Kerry Katona, the gimmicks like the Cadbury's gorrila, the humour WKD offers environmental or economic messages like what Tesco use?
The use of gimmicks like the 'Cadbury's Gorrila' is not always profitable, the advert was memorable but the sales went down.
The fact is that everyone is different (segmentation) and that adverts are now becoming harder to ignore they are everywhere you look,from the second you turn on your phone to when you turn of your television at night. There is just no escape!
Links
