Gender Bias: Target your advertising and understand your audience when marketing your products, brand or business.
Advertising is a large part of attracting attention for a jewellery store. Jewellery is a very perception-oriented possession, and so an image in advertising can be much more effective than an image advertising other products or services. The problem lies in the fact that while jewellery is frequently seen as a product for women, there is an extremely large market available of men seeking to purchase. As an advertising agency will state, the difference in advertising techniques between men and women is vast. Each advertisement is carefully studied to see if it conveys the right message and motivations for the intended audience.
“men’s jewellery photos seem to favor either white or dark colours. Browns, blacks, and dark blues are the most common”
Much of a person’s perception lies in colour. In a jewellery advertisement intended to entice women to purchase, the background of the photo is usually predominantly lighter colours, such as whites, various hues of red, and yellows. Alternatively, men’s jewellery photos seem to favor either white or dark colours. Browns, blacks, and dark blues are the most common. Even though the background is not part of the purchase, the ambiance created and associated emotions have encouraged sellers to be conscientious of colour.
“Women have proven to be interested in the appearance of the item, but more importantly they are interested in how the item will look when worn”
Another aspect that differs is the article’s placement. Men are historically more interested in the actual piece–its design, and it’s worth. For this reason, most men’s jewellery is staged by itself (i.e. without a model). Women have proven to be interested in the appearance of the item, but more importantly they are interested in how the item will look when worn. Similar to men, many feminine pieces are placed without a model, but a significant number show the piece being worn. Such is especially the case when displaying necklaces. It is a rare occurrence that an advertisement for men’s rings shows one being modeled.
A woman’s pose when modelling Jewellery needs express confidence. It needs to be noticed.
If a model is involved, the pose and apparent attitude says much about what draws the attention of the two genders. If there is a woman used to model a ring, chances are good that she is holding her hand up by her face or neck, that she is looking at the camera, and that she is giving a mild smile. This conveys the impression that the jewellery will be noticeable, that it will give confidence, and that the wearer will be viewed as a Mona Lisa type figure with an intriguing secret. Men, on the other hand, are usually laughing while looking away from the camera. The public is to understand that he is casually wearing the article and that it is a natural extension of him–that he deserves the piece.
“Men respond to the idea of either making a statement or being envied”
Phraseology is another important difference in marketing for men and women’s jewellery. In an advertisement for women, words such as beauty, shine, and dazzle will usually be present. In a men’s advertisement, words like sleek, bold, and strong are much more likely. In advertising, women respond better to jewellery portrayed as an ornament or beautification. Men respond to the idea of either making a statement or being envied. The difference in advertising for men and women is drastic, and when properly attended to can create distinct motivations.