The Hidden Sex Life of the Male and Female Shot
M Evans, A Nairn and A Maltby, International Journal of Advertising, Vol. 19, No. 1, 2000
This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages.
This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages. Such dimensions are mostly concerned with how men and women are portrayed in advertising, based on perceptions of how the socialisation process influences gender roles. Instead, the focus is on information-processing style and the context is direct mail. Do women and men process information differently, as a result of their neurobiological development and, if so, should direct marketers target them on this basis? This paper reports on the qualitative phase of a major industry-funded research programme. Overall it was found that men and women react differently to certain features of written communication. Women respond well to bright colours, photographs and images and men respond well to bold headlines, bullet points and graphs. The paper suggests how the industry might incorporate the findings which could have far-reaching implications for direct mailings.