Gender based print advertising

Abstract: Advertising is of great importance since it is the part of marketing that
people are exposed to the most. Since men and women act differently as
consumers it is further important to consider gender when designing
advertisements. The purpose of this thesis is therefore to provide a better
understanding of gender based print advertising. In order to reach this
purose, research questions focus on the elements and colours used in print
advertisements. Based on the research questions, a literature review was
conducted that resulted in a conceptual framework presenting a foundation
for the data to be collected for this study. A qualitative, case study
methodology was used, using observation and qualitative content analysis of
advertisements in two major lifestyles magazines within Sweden, each of the
magazines representing males and females. The general result of the study
is that advertisements are designed differently depending on the gender of
the target audience. Advertisements targeting women are commonly designed
in a picture window layout, using a personalized format with foremost
female models. In contrast, advertisements aimed for men are constructed in
an all art layout, using a lifestyle or product-centred format, with
primary male models. Furthermore, colours are important when designing an
advertisement. Different colours create diverse colour associations and men
and women prefer different colours over others. Colours are therefore used
in order to create a certain association with the brand or the product.