Gender

Men and women are different. Near enough every aspect of them are different to the other gender. Each gender perceives different things in different ways, this is due to the brain and its functions. Men are believed to think with the left side of the brain, this is the logical side which makes men good at pratical things, map reading, logical thinking and numbers. Women think with the opposite side of the brain, the right side. This is the side which is more creative, emotional, makes people better at communication and holistic thinking. This makes women better at remembering things, communicating with people and being in touch with their feelings.

According to Amber Hensley, there are 10 main differences in mens and womens brains.

1. Human relationships - women communicate more effectively then men, finding a solution which would work for the group rather then just individuals.

2. Hemispheres of the brain - men tend to think better using only the left hemisphere of the brain, whereas women tend to use both sides of the brain to think better.

3. Mathamatical ability - the ability to process maths using the IPL (Inferior-parietal lobule) in the brain is larger in mens brains than in womens, which explains why on the whole, men tend to do better with mathamatical problems.

4. Reaction to stress - men have a 'fight or flight' reaction to these situations, whereas women are calmer and have a 'tend and befriend' type of strategy.

5. Language - the sections responsible for language are found to be larger in women then men, this means that women are better at language based activites compared to men.

6. Emotions - women have a larger deep limbic system which allows them to be more in touch with their feelings, express them more easily and bond with others better.

7. Brain size - mens brains tend to be 11 - 12% bigger then womens, however research shows that this has nothing to do with intelligence, only the physical difference in men and women.

8. Pain - men and women perceive pain differently. In the different genders, different amygdala's are activated, this is the part of the brain which gets activated during pain. In men, its the right amygdala which controls internal functions and in women its the left amygdala which controls external functions.

9. Spatital abilites - men typically have better spatital abilities, which allows them to mentally represent a shape and its dynamics.

10. Susceptibility to disorders - each gender is suscepitable to different disorders in different ways. Men are more likely to get a language disorder, such as dyslexia, whereas women are more likely to get an emotional disorder, such as depression.

The differences in men and women make it harder for advertisers to aim a product at men and women. Schiebe and Condry (1984) found that advertisers put different things into adverts to aim them at a particular gender. He found that women's adverts stress youth and beauty to entice them to buy a particular product.

Most make up, hair and beauty products use young looking, beautiful models to promote their products as it entices women to buy the products because some women believe they could look that pretty and young.

Schiebe and Condry found that for men's adverts, advertisers used a symbol of physical strength and props which make the men value ambition. This advert has used a famous male, which symbolises strength through his physique and status of a well-known actor.