“Re-Gender the Gender,” how to talk to women through advertising

“Re-Gender the Gender,” a book by an American ad executive, shares the conclusions of a qualitative study which compared reactions to different ads by men and women.

A few important conclusions: first, women care more about the details about a product rather than what it looks like at first glance. This trend is manifested by women’s tendency to comparison shop, compare brands, and ask friends about a product before finally deciding to buy it. Attractive ads can help sway a decision, but ultimately the product’s quality and reputation will play a more important role.

Going along with this, empty promises in ads don’t do a good job of speaking to women. Being honest, sincere, and having a human quality are more important in the final decision over whether to buy an item.

To learn more, read the rest of the blog and see the slideshare presentation on the topic.