Gender

In this lecture we looked at gender, how males and females brains work and think differently. Not so long ago it was a norm for women to saty at home and look after the children while the husbands went out to work. Gender roles for women are changing rapidly, social changes such as the dramatic increase in the proportion of the women in waged work have led to un upheaval in the way women are regarded by men.

Modern women now play a greater role in the decisions regarding traditionally male purchases. for example more than 60 per cent of new car buyers under the age of 50 are females. (This Information is taken from Consumer Behaviour, A European perspective)

This advertisement is obviously trying to attract women, it is showing a successful, beautiful women showing her beauty the ad is trying to tell the female audeince that you too could look like this beautiful women if you use the mascara!! these types of ads really do grab womens attention, i don't know about all women but this ad surely has attracted my attention.

"Females are depicted as attractive sexual objects, obsessed with appearance and dating" (Ruth 1995, p388)

While the traditional conception of the ideal male is tough, aggressive, muscular man who enjoy's manly sports and activities is not dead, society.s definition of the male role is evolving. Men in the late 1990s are allowed to be more compassionate and to have close friendships with other men. in contrast to the depiction of macho men who did not show feelings, some marketers are promoting men's sensitive side. (This Information was taken from the Consumer Behaviour book A European Perspective)