Men and women are so different that it could be contended that they are entirely different species. That these behaviours patterns are so different is due to fundamental differences in how members of each gender perceive themselves, what they aspire to, and how they want to be perceived by members of either sex. These particular attitudes and beliefs can give rise to strong impulses that work as incentives, which can also be triggered to influence purchasing behaviours. Tuning in to these attitudes and values therefore lies at the very heart of the way in which advertisers tend to construct their subliminal and sometimes direct appeal. Nonetheless, it does not go unnoticed that many advertisers tend to objectify women more in order to achiever their goals.
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