The difference between the ways two similar products are advertised is presupposed by the difference in a target audience. Depending on the gender of the audience, various strategies are used for the promotion of the product. As it follows from the advertisements, men and women enjoy different things. When marketing to women, a lot of details and emotional cues are used. In this case, it is multifunctionality of the product and its benefits that are highlighted. For men, an ad is simpler but includes important design elements that enhance efficiency and improve the performance of the main function of the products, which is shaving; at the same time, no attention is paid to, for instance, whether it moisturizes skin or not.Overall, in advertisements targeted strictly at males or at females, it is gender roles and gender role stereotyping that is very important. This tendency can be easily traced in the two commercials under consideration. In these ads, men and women differ in terms of several aspects. First of all, it is role: while the male character act independently, the female character is shown in term of her relationship to the society as she is looking for a perfect match to look good and, consequently, be liked by others. Also, it is credibility: women are users, and men are authorities. Finally, it is located: the female character is shown in a peaceful environment, and the male character – in a hostile environment. In terms of the kinds of appeal used in the ads under consideration, Gillette for men seems to be more effective. In addition to this, this ad also has a plot: the ad is a sequence of memories united by the narration, which makes it more appealing and more engaging to watch. Also, the use of the soundtrack to James Bond movies attracts attention as it is a well-known theme and makes the ad even more memorable. Men are fond of many things, and this is the ad that would definitely reach the audience. In fact, for me personally, the ad has no drawbacks.
Gillette Venus, (2015). Gillette Venus & Emma Willis: Perfect Match. [video] Available at: https://www.youtube.com/watch?v=cmQzkNoJt2Q [Accessed 8 Oct. 2015].
Gillette, (2015). Bring out the 007 in You | Gillette and SPECTRE. [video] Available at: https://www.youtube.com/watch?v=nuvisHAlJzo [Accessed 8 Oct. 2015].
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