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BizReport : Advertising archives : July 11, 2011

Ads that promise superiority work best on men

Ads that promise men they'll be faster, sexier, or more successful are effective, according to the latest Data Gems from comScore that show being sexist, while not being terribly PC, does have its benefits.

by Helen Leggatt

comscore.gifAds telling men they'll smell sexier, be stronger, score a date faster, or own the ultimate driving machine are commonplace. Why? Because stereotyping is alive and well in advertising and it works.

comScore's recent Data Gems back this up.

Women, on the other hand, respond better to ads that push brands names and provide a demonstration of a product's benefit. They want ads that give them solutions to everyday problems. That's why "Bam! And the dirt is gone" followed by a plethora of stain removal demonstrations speaks straight to the heart of a female ad viewer.

comScore also discovered that although ad recall between the genders was relatively equal, men were more difficult to persuade with advertising than women.

Another study, this time from Millward Brown, found that men prefer ads that have a distinctive creative style, are funny, and contain sexual imagery. Women, meanwhile, respond better to ads that appeal to them on an emotional level or that involve children.

Tags: ad recall, ad targeting, advertising, branding, gender targeting

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