Different Brains, Different Approaches: Successful Neuro Advertising for Male and Female

by Huub van Osch

Overview

This book describes neurological differences between the male and female brain, and the effect of advertising. It describes how men and women think, the origin of their emotions, and why they make certain decisions. With this knowledge, the creatives and marketers of a brand can create more effective communication.

Product Details

ISBN-13:	9789063694357
Publisher:	Laurence King Publishing
Publication date:	02/14/2017
Pages:	192
Product dimensions:	8.30(w) x 8.20(h) x 0.50(d)

About the Author

Huub van Osch MBM (Netherlands), creative director, strategist and owner of two advertising agencies: vOSCH The Brand Guide and the Amsterdam based agency Blahblahism. Both specialised in neuro advertising. Huub graduated Cum Laude at the Erasmus University with his thesis about neuro conative processes by male and female. That made him the pioneer of neuroscience in the marketing communication industry.

• 2004 - 2009 Nyenrode Business University. Six certificates of the annual Pragma Management Cycles.
• 2002 – 2006 Erasmus University Rotterdam. Master of Brand Management MBM
• 1990 – 1991 University of Applied Science Utrecht (HKU). Faculty Art Direction. Master Art Direction.

Table of Contents

PREFACE 6
INTRODUCTION 8

1. THE ORIGIN OF SEX DIFFERENCES 10
1.1 The embryonic phase 12
1.2 Neurological wiring and structure 13
1.3 Research on animal experiments 15
1.4 Discussion 16
1.5 Syndromes 17

2. HOW 500 MILLION YEARS OF EVOLUTION HAS AFFECTED BOTH SEXES 18
2.1 Specialisation 20
2.2 Load balancing 20
2.3 Evolution of psychology 22
2.4 Physical and mental differences 23
2.5 Differences in neurobiology 24
3. WIRING, ORGANISATION AND NEURAL

3. CIRCUITS OF THE SEXES 26
3.1 Anatomy of the brain 28
3.2 Specialisation in the left and right cerebral hemisphere 30
3.3 Communication between the left and right cerebral hemisphere 31
3.4 Effects of hormonal influences 32
3.5 Conclusion 33

4. SENSORY DIFFERENCES 34
4.1 Spatial and visual abilities 36
4.2 The olfactory system 42
4.3 The gustatory spectrum 43
4.4 Auditory ability 44
4.5 Tactile sensitivity 44
4.6 Conclusion 45

5. THE NEUROBIOLOGY OF EMOTION 46
5.1 The neurological process of emotion 48
5.2 Neurological processes in women 50
5.3 Neurological processes in men 51
5.4 General emotional differences 52

6. DIFFERENCES IN PRIMARY, SECONDARY AND TERTIARY EMOTIONS 54
6.1 Primary emotions 56
6.1.1 Joy-happiness-gladness 56
6.1.2 Humour-laughter-burst out laughter 57
6.1.3 Fear-concern-anxiety 58
6.1.4 Anger-rage-aggression 60
6.1.5 Sadness-sorrow-somberness 62
6.1.6 Amazement-surprise-excitement 63
6.1.7 Aversion-disgust-horror 64
6.1.8 Embarrassment-timidity-shame 65 6.2 Secondary emotions 66
6.2.1 Pride-high spiritedness-honour 66
6.2.2 Admiration-reverence-respect 67
6.2.3 Trust-Faith-hope 68
6.2.4 Reproach-grief-emphatic rejection 71
6.2.5 Despair-desperation-despondency 72
6.2.6 Stress-tension-flight 73
6.2.7 Disappointment-shortfall-adversity 74 6.2.8 Love-sex-entanglement 75
6.3 Tertiary emotions 78
6.3.1 Bonding-love-attachment 78
6.3.2 Passion-enthusiasm-ardour 79
6.3.3 Jealousy-envy 81
6.3.4 Regret-remorse-repentance 82
6.3.5 Contempt-condescension-disdain 83
6.3.6 Indifference-numbness-distance 84
6.3.7 Hatred-implacability-rancour 86
6.3.8 Irritation-anger-resentment 88
6.4 Conlusion 89

7. GENERAL IMPLICATIONS 90
7.1 Information speed and detail 92
7.2 Affective versus cognitive decision level 93
7.3 Stereotype approach 94
7.4 Hierarchy versus community 96
7.5 Social appeal 97
7.6 Size matters 100
7.7 Colour sensitivity 100
7.8 Likes and dislikes 101
7.9 Memory 101
7.10 Humour 102
7.11 Media 104
7.12 Gender roles 106
7.13 Empathic ability 107
7.14 Judgement 108
7.15 Conclusion 111

8. IMPLICATIONS FOR ADVERTISING 112
8.1 Layout 114
8.2 The size of an ad 115
8.3 The use of copy 116
8.4 Typography 118
8.5 Use of colour 119
8.6 Design 120
8.7 Memory of branding 121 8.8 Complexity of the communication message 122
8.9 Social aspects in advertising 124
8.10 Heuristic versus communal 126
8.11 Conceptual advertising 127
8.12 Agentic vs. Communal 128

9. CASE EXAMPLES 130
9.1 Ads unsuitable for men 132
9.2 Ads suitable for men 138
9.3 Ads unsuitable for women 144
9.4 Ads suitable for women 148
9.5 Ads suitable for men and women 154
9.6 Ten basic rules for creating effective advertising for women 160 9.7 Ten basic rules for creating effective advertising for men 161

10. CONCLUSIONS 162
10.1 Sex differences in neurobiology 164
10.2 Cognitive and affective processes 164
10.3 Conation 168
10.4 Gender differences in perception towards advertising 174
10.5 Men/women FIT advertising 176
10.6 Differences in senses and perception 176

ANNEXES 182
Glossary 182
Bibliographyy 188