Gender differences in perception of advertising materials Automatic translate

The perception of advertising materials differs significantly between men and women, which is due to a complex of biological, psychological and sociocultural factors. These differences significantly affect the effectiveness of marketing campaigns and require analysis to create targeted advertising.

Scientific research systematically reveals the peculiarities of information processing, emotional reactions and preferences depending on gender. This knowledge helps marketers develop strategies that resonate with the target audience and correspond to modern society values. Understanding the gender aspects of advertising perception is becoming especially relevant in the context of globalization of markets and the evolution of public ideas about gender roles.

History of Gender Representation in Advertising

The portrayal of gender roles in advertising has a long and multi-layered history, reflecting social norms across eras. Since the early 20th century, advertising has actively used a clear division between male and female roles: women were predominantly presented as housewives, mothers, or objects of beauty, while men were depicted as breadwinners, professionals, and authorities.

In the 1950s and 1960s, advertising was particularly flamboyant in its portrayal of stereotypical gender roles. Women were often depicted in the kitchen, with children, or in other domestic scenes, with their primary role being to maintain the home and care for the family. Men were portrayed as business people, experts, or consumers of products related to professional activities, cars, or technology.

With the development of the feminist movement in the 1970s, critical assessments of gender stereotypes in advertising began to appear. Researchers began to analyze how advertising not only reflects but also shapes public perceptions of gender roles. During this period, the first systematic scientific works studying gender stereotypes in advertising materials appeared.

By the 1980s and 1990s, there was a shift toward more diverse portrayals of women in advertising. They began to appear more often in professional roles, although the sexualization of female images also increased. At the same time, new male images began to emerge that included emotionality and concern for appearance — traits previously attributed exclusively to women.

The 2000s brought a further evolution of gender imagery in advertising. On the one hand, the tendency to objectify both female and male bodies increased. On the other hand, advertising campaigns emerged that deliberately challenged traditional gender roles and stereotypes. Companies began to recognize the commercial potential of inclusivity and diversity in their marketing strategies.

The modern era is characterized by the emergence of the term “femvertising” – advertising that seeks to empower women and girls, challenge gender stereotypes, and show more authentic and diverse female images. In parallel, there is a rethinking of masculinity in advertising, with a greater emphasis on emotional well-being, involvement in raising children, and a move away from the toxic aspects of traditional masculinity.

Global research shows that despite significant changes, gender stereotypes continue to exist in advertising around the world, although their manifestation may vary depending on the cultural context and the level of gender equality in a particular country.

Psychological aspects of advertising perception

Men and women show significant differences in the ways they process information from advertising messages. These differences are due to both the biological characteristics of the brain and the sociocultural factors that influence the formation of cognitive strategies.

Selective model of information processing

One of the key concepts explaining gender differences in advertising perception is the selective information processing model. According to this model, men tend to process information selectively, focusing on specific product attributes and functional characteristics. Women, on the other hand, are more likely to demonstrate a comprehensive, holistic approach to processing advertising information, paying attention to a wide range of details and contextual elements.

Research shows that men tend to focus on the main idea of ​​an advertisement and key facts about the product. They prefer advertisements that provide clear information about the benefits of the product and its superiority over competitors. Women, on the other hand, tend to process advertising information in more detail, paying attention to nuances, relationships between elements, and the emotional context of the advertising message.

The specifics of male perception

Men are more receptive to advertising that appeals to status, achievement, and functionality. According to research, male audiences respond positively to advertising that contains:

• Specific facts and figures confirming the quality of the product
• Elements of competition and superiority
• Humor, especially related to the violation of social norms
• Technical specifications and innovative features
• Status symbols and signs of success

Neurophysiological studies confirm that the male brain shows greater activation in areas associated with spatial thinking and systematization, which is reflected in a preference for advertising with a clear structure and logical arguments.

Men are also more likely to respond to advertising that contains sexual imagery, although the effectiveness of such appeals depends on the relevance of the image to the product being advertised. It is important to note that men demonstrate less sensitivity to the ethical aspects of advertising, including the use of gender stereotypes.

The specifics of female perception

Women exhibit more complex and multifaceted patterns of perception of advertising materials. Research reveals the following features of women’s perception of advertising:

• Increased attention to emotional content and relationships
• Sensitivity to details and nuances of an advertising message
• Preference for realistic scenarios and authentic stories
• A more critical attitude towards stereotypical images
• High sensitivity to the ethical aspects of advertising communications

Women’s brains show greater activation in areas associated with empathy and social perception, making them more receptive to advertising that relies on stories and emotional connections. Women are also more likely to notice inconsistencies and inaccuracies in advertising messages.

Unlike men, women often react negatively to sexualized images in advertising, especially when these images are not directly related to the product being advertised. Research shows that women may experience psychological resistance (reactivity) to advertising that uses stereotypical or objectifying images of women.

Cultural Differences in Gender Advertising

Perceptions of gender roles in advertising vary significantly across cultural contexts. Cross-cultural studies demonstrate how national characteristics, religious beliefs, and social norms influence the presentation and interpretation of gender images in advertising materials.

Cross-cultural studies of gender stereotypes

Large-scale cross-cultural studies show that gender stereotypes in advertising are present worldwide, but their manifestation and intensity vary depending on the cultural context. For example, a 2014 analysis of 1,755 commercials from different countries found a consistent presence of gender stereotypes in television advertising regardless of geographic region.

In countries with more traditional values, advertising is more likely to depict women in domestic settings, as mothers and housewives, and men as authority figures and professionals. In more egalitarian societies, gender roles in advertising are becoming less polarized, although certain stereotypes persist.

Interestingly, research does not always find a direct correlation between the level of gender equality in a society and the degree of stereotyping in advertising. Some countries with high rates of gender equality may exhibit significant levels of gender stereotyping in advertising, highlighting the complex relationship between social change and marketing practices.

The influence of cultural indices on gender perception

Cultural dimensions such as Hofstede’s Masculinity Index, GLOBE’s Gender Egalitarianism Index, and other cultural measures provide a theoretical basis for understanding differences in the perception of gender advertising.

In cultures with a high masculinity index (such as Japan, Italy, Mexico), there is a clearer division of gender roles in advertising, with men more often depicted in dominant positions and women in subordinate roles. In such societies, advertising aimed at men often appeals to status, achievement, and competition, while advertising aimed at women focuses on beauty, caring, and emotional aspects.

In cultures with a low masculinity index (such as the Scandinavian countries), gender differences in advertising are less pronounced. Advertising messages in these countries more often show men and women in non-traditional roles and situations, reflecting more flexible ideas about gender roles.

Interestingly, cultures with a collectivist orientation may exhibit specific patterns of gender portrayal, where social bonds and group harmony are emphasized for both sexes, although traditional gender roles may still be maintained.

Adapting gender advertising to local contexts

Global brands face the challenge of adapting their advertising strategies to different cultural contexts, balancing respect for local traditions with the promotion of modern values. Research shows that consumers in different countries may respond differently to the same gender images and messages.

For example, emancipated female images that are positively received in Western countries may provoke mixed reactions in more conservative societies. Similarly, depictions of men in non-traditional roles (such as caring for children or doing housework) may be perceived differently depending on the cultural context.

Global marketing campaigns that ignore these cultural differences risk being rejected or misunderstood by local audiences. At the same time, an overly conservative approach may be perceived as outdated and out of touch with modern trends.

Stereotypes in Advertising and Their Influence

Gender stereotypes remain one of the most discussed issues in modern advertising. They not only reflect existing ideas about men and women, but also actively shape them, creating a vicious circle of reproduction of certain patterns of behavior and perception.

Common Gender Stereotypes

Despite significant progress in the portrayal of gender in advertising, research continues to reveal persistent stereotypical patterns. Among the most common stereotypes are:

• Women are more often depicted in a domestic setting, while men are more often depicted in a professional environment.
• Female images are more sexualized and objectified
• Men are presented as experts and authorities, women as consumers and recipients of advice
• Women are more often associated with products for home, care, beauty and raising children
• Men get involved with technology, cars, financial services and alcohol
• Female images are more passive, male ones are active and decisive.

Analysis of advertising voiceovers also reveals gender patterns: male voices are more often used to convey authority and expertise, especially in advertising of technically complex products, while female voices predominate in advertising of home and family products.

Notably, these stereotypes even appear in modern advertising, although often in more subtle forms. For example, a 2021 study found that even in countries with high levels of gender equality, advertising retains structural patterns that reflect traditional gender roles.

The influence of stereotypes on self-perception

Gender stereotypes in advertising have a significant impact on the self-perception and self-esteem of the audience, especially women and young people. Systematic research analysis demonstrates that constant exposure to idealized and stereotypical images can lead to:

• Decreased satisfaction with one’s own body
• Internalization of limiting ideas about gender roles
• Self-objectification (perceiving oneself primarily through the prism of appearance)
• Decreased self-esteem and self-confidence
• Limiting career and life aspirations

This influence is especially pronounced on teenagers and young women, for whom media images become an important source of socialization and the formation of ideas about femininity and masculinity. Research shows that the impact of stereotypical advertising can occur even at an unconscious level, forming implicit ideas about gender roles.

For men, the consequences are also significant: stereotypical portrayals of masculinity can create unrealistic expectations about physical strength, emotional restraint, and social status, potentially leading to psychological distress and difficulties in interpersonal relationships.

Consumer Responses to Stereotypes

Modern consumers are becoming increasingly critical of gender stereotypes in advertising. Research shows growing skepticism and negative reactions to overtly stereotypical images, especially among younger generations and educated audiences.

According to international surveys, more than 70% of consumers believe that the portrayal of men and women in advertising is “completely out of touch with reality.” This critical attitude can translate into a decrease in brand trust and even consumer boycotts of particularly problematic advertising.

Interestingly, reactions to stereotypes often differ by gender, with women demonstrating more negative attitudes toward stereotypical female images than men toward stereotypical male images. This may be because female stereotypes are often restrictive, while male stereotypes are often associated with power and privilege.

The younger generation (especially Generation Z, born after 2000) is the most sensitive to the problem of stereotypes in advertising. For them, brand authenticity and inclusivity are becoming important factors in their purchasing decisions. A 2023 study found that more than 50% of young consumers are willing to pay more for products from brands that actively combat gender stereotypes.

Femvertising as a new direction

Femvertising (from the English words female and advertising) is an advertising strategy that focuses on empowering women and girls, challenging traditional gender stereotypes, and promoting more realistic and multifaceted female images. This approach emerged as a response to growing criticism of stereotypical and limiting images of women in traditional advertising.

Definition and principles of femvertising

The term “femvertising” was officially introduced by SheKnows Media in 2014 during a panel discussion at Advertising Week in New York. Since then, the trend has grown significantly and gained popularity among both advertisers and consumers.

The basic principles of femvertising include:

1. Diversity of female representation - including women of different ages, races, body types, abilities and sexual orientations
2. Promoting messages that empower women - focusing on strength, independence and self-determination
3. Overcoming traditional gender roles and stereotypes - showing women in non-traditional contexts and roles
4. Minimizing sexualization - refusing to objectify women’s bodies for the sake of the male gaze
5. Authentic portrayal of women and girls - showing realistic rather than idealized images

Some researchers also add to these principles the criteria of empowerment: promoting critical thinking, contrasting one’s own discourse with expert opinion, providing valuable and practical information, and stimulating individual and collective political consciousness.

Notable examples of femvertising include Dove’s "Real Beauty," Always’ "Like a Girl," Nike’s "Dream Crazier" campaigns, and other initiatives that challenge limiting notions of femininity and promote more diverse and empowering narratives.

Efficiency of femvertising

Research shows that femvertising can be an effective strategy both in terms of positive social impact and commercial impact. Analysis of consumer reactions shows the following trends:

• Women show higher purchase intent and lower psychological reactivity (resistance) to femvertising compared to traditional advertising
• Advertising that uses femvertising creates stronger consumer identification with the brand
• Femvertising can improve brand perception and strengthen consumer loyalty
• Campaigns based on femvertising principles often receive additional organic distribution through social media.

A study of the Aerie and Dove campaigns found that women who viewed the ads reported significant improvements in self-esteem and positive emotions, suggesting that femvertising can not only improve commercial performance but also have a positive psychological impact on audiences.

However, the effectiveness of femvertising depends on a number of factors, including the perceived authenticity of the message. Consumers are becoming increasingly critical of the superficial use of feminist rhetoric without real action by the company (so-called “femwashing”). Research shows that the most effective femvertising is that which is perceived as authentic and consistent with the company’s values ​​and practices.

Reactions of different consumer segments

Perceptions of femvertising vary across different consumer segments, creating additional challenges for marketers. Key patterns include:

• Women generally respond more positively to femvertising than men.
• Younger consumers (especially Generation Y and Z) show higher acceptance of femvertising compared to older generations
• People with higher levels of education and liberal views have more positive attitudes towards femvertising
• Cultural context greatly influences the perception of femvertising – in more conservative societies it can be perceived as too radical

Research also suggests that attitudes toward femvertising may be linked to consumers’ personal beliefs about gender roles. People with more traditional views of gender may resist such advertising, while those with egalitarian views tend to respond positively.

Interestingly, some studies find an inverse relationship between levels of ambivalent sexism (especially hostile sexism) and acceptance of femvertising, meaning that people with higher levels of sexist attitudes tend to react negatively to ads that challenge traditional gender roles.

Sexual images in advertising

The use of sexual imagery is one of the most controversial and debated strategies in advertising. The traditional principle that “sex sells” has long been considered a marketing axiom, but modern research shows a more complex picture, especially when it comes to gender differences in the perception of sexualized advertising.

Differences in the perception of sexual images

Men and women differ significantly in their reactions to sexual images in advertising. Numerous studies have found the following patterns:

• Men tend to have more positive attitudes toward sexualized advertising than women.
• Women often express critical and negative attitudes towards the sexualization of female images
• Men are better at remembering brands and advertising messages that feature sexy images of women.
• Women are more sensitive to the context and appropriateness of sexual images

Interestingly, the perception of sexual imagery can change depending on the context and state of the consumer. For example, a 2016 study found that women demonstrated more negative attitudes toward ads featuring attractive models of the opposite sex when thoughts about relationship commitment were activated (e.g., through priming related to parenthood or romantic relationships). Men, however, showed no similar changes in their responses under similar conditions.

Sociosexuality — individual differences in attitudes toward sex outside the context of emotional attachment — is also an important factor. Women with high levels of sociosexuality demonstrated more negative attitudes toward advertising featuring attractive models of their own sex when thoughts about commitment were activated, while men’s sociosexuality levels did not affect their reactions.

Effectiveness of Sexual Appeals for Different Sexes

Contrary to popular belief, research shows that sexual imagery in advertising does not always increase its effectiveness, especially when it comes to selling ethical or social causes. For example, a study of PETA ads found that the use of sexualized female imagery actually decreased male audiences’ intentions to support the ethical cause.

Moreover, a 2021 study of a sample of women found that sexualized (compared to non-sexualized) ads led to significantly worse implicit memory of the brand logo, although they improved explicit memory of the ad scene itself. This calls into question the effectiveness of the “sex sells” strategy for brand recall, a key goal of most advertising campaigns.

Research also shows that the effectiveness of sexual appeals depends on the relevance of the sexual image to the product being advertised. Sexualized images may be relatively effective for products directly associated with attractiveness and sexuality (e.g., perfume or lingerie), but reduce the effectiveness of advertising for functional products (e.g., home appliances or financial services).

Ethical aspects and modern trends

The use of sexualized images in advertising has attracted growing criticism from an ethical perspective. Researchers and activists point to the following problematic aspects:

• Objectification (reducing a person to his body or body parts)
• Dehumanization (deprivation of human qualities)
• Normalization of unrealistic standards of beauty and sexuality
• Reinforcing gender inequality and stereotypes
• Potential negative impact on self-esteem and self-objectification, especially in young women

In response to these criticisms and changing consumer expectations, there has been a decline in the use of overtly sexualized imagery in mainstream advertising, with many brands moving toward more subtle and contextually appropriate ways of incorporating sexuality into their advertising materials.

Regulators in various countries are also taking note of the issue. For example, in 2019, the UK Advertising Standards Authority (ASA) banned ads that depict gender stereotypes that are likely to cause harm or serious or widespread offence. This includes many forms of sexualised advertising that objectify or stereotype women.

Digital Transformation and Gender Perceptions of Advertising

The digital revolution has fundamentally changed both the way advertising is created and distributed, and the way consumers interact with advertising messages. These changes have had a significant impact on the gender perception of advertising, creating both new opportunities and new challenges.

Social Media and Gender Representation

Social platforms have become a key channel for advertising distribution and, at the same time, a space where gender norms and images are formed and discussed. Research shows several important trends in this area:

• An analysis of 85,957 advertising images posted by leading international brands on social media has revealed significant gender and racial disparities in the representation of different demographic groups.
• Social media amplifies the impact of gendered images due to the personalized nature of content and high frequency of interaction
• Social media images significantly exacerbate gender bias, both in their statistical prevalence and in their psychological impact.

A 2024 study that examined the gender associations of 3,495 social categories (such as “nurse” or “banker”) in more than a million images from Google, Wikipedia, and IMDb found that visual images in online environments exhibited stronger gender stereotypes than textual descriptions. This is especially important given that people process images faster, implicitly, and remember them better than text.

At the same time, social media creates a space to critique stereotypical advertising and promote alternative representations of gender. Hashtags and campaigns aimed at combating sexism in advertising can quickly gain popularity, creating reputational risks for brands that use outdated or offensive gender imagery.

Algorithmic targeting and gender bias

Digital advertising technologies allow precise audience targeting, including gender targeting. This creates new aspects of gender differentiation in advertising:

• Algorithms can reinforce existing gender stereotypes by showing certain types of ads preferentially to women or men
• Machine learning systems trained on historical data often inherit and reproduce existing social biases
• Personalized advertising can create “echo chambers” where consumers only see gender images that match their existing perceptions.

A 2023 study found that artificial intelligence algorithms used to generate and target ads may be influenced by gender stereotypes in advertising. This creates a vicious cycle where stereotypical ideas are continually reproduced and reinforced.

Some platforms have begun to impose restrictions on gender targeting for certain categories of advertising (e.g. housing, employment, credit offers) in response to criticism and legal challenges. However, gender targeting remains standard practice in most categories, potentially perpetuating gender differences in advertising impact.

New formats and their impact on gender perception

The digital environment has given rise to a variety of new advertising formats that interact with gender perceptions in different ways:

• Interactive advertising allows consumers to actively engage with content, which can make gender-specific images more memorable and influential.
• Video advertising on social media often has a more narrative nature, allowing for more complex and nuanced gender representations
• Short formats (e.g. 15-second commercials) may reinforce reliance on stereotypes due to the need to quickly communicate ideas
• Native advertising integrated into content is perceived less critically, which may enhance the impact of the gendered messages it contains

Neurophysiological research shows that different advertising formats can have different effects on men and women. For example, a study using EEG (electroencephalogram) found gender differences in reactions to TV car ads, indicating the need to adapt formats to the specific perceptions of the target audience.

The emergence of influencer marketing is also creating a new dynamic in gender advertising. Research shows that female influencers often replicate traditional female tropes, albeit in a more authentic and audience-relevant format. At the same time, influencers are emerging who deliberately challenge gender stereotypes, which is helping to normalize more diverse ideas about gender.

Practical recommendations for advertisers

Understanding gender differences in advertising perceptions allows marketers to develop more effective and ethical advertising strategies. Current research offers a number of practical recommendations that can help brands find a balance between commercial effectiveness and social responsibility.

Taking into account gender differences in advertising development

Marketers are advised to take into account the identified gender differences in the perception and processing of information when creating advertising materials:

• For male audiences, advertising that provides specific information about the functional benefits of a product, emphasizes its superiority and contains elements of humor is effective.
• For female audiences, materials with emotional content, detailed information, realistic scenarios and an emphasis on relationships between people are effective.
• When developing visual elements of advertising, it is worth considering that men perceive spatial information better, while women are more attentive to details and color nuances.
• The structure of the advertising message may differ: men are more susceptible to the recency effect (remember the latest information better), and women to the primacy effect (remember the first information better)

It is important to avoid oversimplification and stereotyping, remembering that intragroup differences often exceed intergroup differences. Modern research shows that the traditional binary division into “male” and “female” perceptions is becoming less and less relevant, especially among the younger generation.

Balancing gender-neutral and gender-specific advertising

Current trends point to the need for a balanced approach to gender targeting:

• Research shows that 50% of millennials view gender as a spectrum rather than a binary category, making traditional gender marketing divisions less relevant.
• According to American research, 85% of purchases are made by women, and in half of the cases they are buyers of traditionally “male” goods, which indicates the risks of an excessive focus on only a male audience.
• Focusing exclusively on gender differences can lead to the loss of a significant portion of the target audience.

Experts recommend a shift toward a more neutral approach for many product categories, while retaining gender-specific elements where it is truly relevant to the product’s functionality or positioning.

An important aspect is to maintain a balance between an innovative approach and respect for the cultural context. In more conservative societies, too radical a departure from traditional gender representations may cause rejection, while in progressive countries traditional gender images may be perceived as outdated.

Authenticity and inclusivity as key principles

Contemporary research highlights the importance of authenticity and inclusivity in creating gender-relevant advertising:

• Consumers of all genders highly value realistic, authentic portrayals of people in advertising that reflect the diversity of the real world.
• Effective advertising should avoid the toxic aspects of traditional gender roles while maintaining the positive aspects of masculinity and femininity.
• Inclusivity must extend to all aspects of advertising, including casting, scripts, visual language and tone of communication.
• Brands should strive for consistency between advertising messages and the company’s actual actions, avoiding superficial use of feminist or progressive rhetoric.

Research shows that authentic, inclusive advertising not only meets ethical standards, but also delivers better commercial results, especially among younger audiences. Brands that are perceived as genuinely committed to equality and diversity show higher levels of consumer loyalty and engagement.

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The study of gender differences in advertising perception reveals a complex picture of the interaction of biological, psychological, social, and cultural factors. The field continues to evolve, reflecting changes in society and technology.

Current evidence suggests that while some gender differences in advertising perceptions exist and are important to marketers, the significance of these differences varies depending on many factors, including age, education, cultural context, and individual characteristics. The traditional binary division into “male” and “female” perceptions is becoming less effective, especially when addressing younger generations.

The advertising industry is at a crossroads between using proven gender-specific strategies and moving toward more inclusive, neutral approaches. The most successful brands find the balance by tailoring their messaging to the real diversity of their audiences and creating ads that resonate with people based on their values ​​and interests, not just their gender identity.

Promising areas of research in this area include studying the impact of new technologies (virtual reality, artificial intelligence) on gender perceptions of advertising, analyzing the evolution of gender representations across generations, and studying the effectiveness of inclusive advertising strategies in different cultural contexts.