Gender difference in advertising - Essay Example

Gender Difference in Advertising Gender Difference in Advertising Women play a great role in the purchasing decisions both online and offline on most of consumer product purchases. This makes it a priority for firms in the advertising business to tailor their advertising strategies to suit women’s taste and preferences for products ranging from cars to electronics to edible food stuff. According to Dines & Humez (2011), women love doing shopping even in today’s internet driven shopping environment.

Women also value going shopping more than their male counterparts. Advertising messages are therefore designed to target female customers more than the male audience. Buying power for women varies depending on various factors, among them being education, whether married, with a child or not and other factors (Dines & Humez 2011). The buying power among women folk is especially considered high and therefore advertising trends tend to feature more on what mothers want, from, baby clothes to food stuff.

Every New Year, demographics on the size and quantity of shopping from the female gender keeps on rising (Dines & Humez 2011). Women have continuously shopped more, both online and offline, and continue to do so, eclipsing their male counter parts. Research indicates that women are not only the gender influencing more on the consumer purchase decisions but they also do shopping differently. Women tend to take more time when they are doing shopping and they also are more selective (Dines & Humez 2011).

Advertising companies therefore have had to delve more into the shopping behavior of women and look at ways of ensuring that marketing adverts are tailor made and suited to appeal to the female gender more (Dines & Humez 2011). While this does not necessarily mean that advertising does not focus on men, it is aimed at ensuring that advertising realizes the goal of winning over potential consumers as well as maintaining the existing market share.ReferencesDines, G., & Humez, J. M. (2011). Gender, race, and class in media: a critical reader (3rd ed.). Thousand Oaks, Calif.

: SAGE Publications.