INTERNATIONAL RESEARCH JOURNAL OF HUMANITIES,
ENGINEERING & PHARMACEUTICAL SCIENCES

The most important task in advertising a product is to create an advertising idea that is effective in market place. Since men and women act differently as consumers it is very important to consider gender when designing advertisements. This paper aims to provide a better understanding of gender based print advertising. Our primary focus is on elements and Colours used in print advertising. Qualitative content analysis of advertisements in popular magazines and newspapers was performed for duration of ten months. The general result of the study is that advertisements are designed differently depending on the gender of the target audience. Layout and colour preferences of advertisements targeted at men are different from those advertisements which are designed primarily for women audience.