Gender

Targeting customers through the use of gender is one the most used methods in advertising by marketers to get people to buy their products. Distinguishing which ads are for males and females is pretty easy to do as they now tend to target the individual gender. Both genders think differently to each other whether it’s in general or if they see an advert different things go through their heads.






Men and women have different approachs to a lot of things and one of those things (a massive thing) is shopping. 'Men Buy, Women Shop'. Women are happy to wander through extensive clothing and accessory collections or detour through the shoe department. They like to glide up glass escalators past a grand piano, or spray a perfume sample on themselves on their way to, maybe, making a purchase. For men, shopping is a mission. They are out to buy a targeted item and get out of the store as quickly as possible.

these are the characteristics of both men and women, (men being short and sweet and women 'oh i like this let me try it on... and this... and that').
Men and women react differently to adverts and this is one reason why consumers target specific genders when creating products. women see an advert and tend to want to buy the product men on the other hand don't pay attention to the adverts so aren't tempted to buy.

Below is a video of a Maybelline advert, this shows what women want but don't need and just waste a mans money on.



Below is a video which portrays exactly what a man needs.



From the two adverts at the top it shows how businesses market their products differently to men and women. Women’s tends to be more detailed and generally about hair, makeup and skin care, women prefer different variations of things and enjoy fine distinctions, where as men just focus on minor details and decide whether to buy or not. (Of course adverts like that help a man to make his choice.)
I think these two adverts portray perfectly what men and women like to see when they watch adverts and buy products. The Lynx ad shows exactly what a man wants and what goes through his head so this advert was a great way to use that and advertise their product.

Personality and Self-concept

A person’s personality is the visible aspect of their character as they impress others. This is the total of the physical, mental, emotional, and social characteristics of an individual.

“Personality is the inner psychological characteristics that both determine and reflects how a person responds to his or her environment”.

The self concept is how we think about and evaluate ourselves; to be aware of oneself is to have a concept of oneself.
Self concept is a general term used to refer to how someone thinks about and perceives themselves. (Basically what you think of yourself. e.g I am awesome, its a fact).

Everyone thinks of themselves differently to what others may think of them and each person views about themselves is different. This could be down to their age, religion, lifestyle etc. for example a young person such as myself or someone younger may think that the world is our oyster and we can do anything we want. However and older person (like my dad) has more experience and now wouldn't think the same as younger people and may tend to be a bit pessimistic about most things.

The reason why someone could have a concept about themselves through religion is because someone who follows a religion or a certain religion may think they are better than others because of it and may big themselves up. (This could also happen if you don't have a religion so be careful guys).

Marketers could use this to their advantage and use people's personalities and self concept to tempt them into buying things. For example someone who things their cool and up to date with today's fashion may buy new products for example super cars and bikes (they need to be super rich to buy these) so they continue to look awesome (like me).

Humans are very obsessed about who we are and what we look like in front of other people which causes us to do some stupid things and funny things. People may think they they have a talent and think there really good at something (some are most are not).

Below are two videos one was a contestant on Britain's Got Talent and the other one is an impressionist. make your minds up on which was actually got talent and which was a complete fool.

This is what happens when we get too overconfident. This was a bad self concept a person has on themselves which went horribly wrong.
These show what could happen if yourself concept on yourself is right or wrong, one person has some great talent and the other makes a complete fool of himself live on T.V. this teaches you to be careful on what you do and not get to full of yourself. (Sadly it still doesn't work)