For many products in our modern world women have become the basic target consumers. With gaining a financial independence women started to spend more money and purchase not only traditionally feminine products, but the ones considered to be masculine in the past. This is the reason why many manufacturers spend lots of funds on designing advertisements focused on women.
When perceiving advertisements people are moved by conscious and unconscious motives. This is why, when designing ads it is vital not only to present your products in its beauty, but to affect these motives and stir up emotions associated with the product. It is especially important in advertising for women. Many women belong to the "sensing" psychological personality type. While choosing products they are motivated by abstract sensational categories rather than logical approach. Among these important motives there are sex, aggressiveness and narcissism.
Narcissism or self contemplation is oftentimes the ground for feminine exhibitionism. Most women consciously or unconsciously get pleasure from masculine admiration of their naked bodies. Such motives are often and successfully used in advertising of female perfumes, cosmetics, clothes and shoes. The characters of ad trailers are represented by famous models or actresses, who make women wish to look like them and to be as popular with men. Oftentimes, advertisers use an image of a woman admiring her reflection in the mirror, which directly addresses the narcissism motive.
Besides, the exhibitionism motive is likely to be combined with the sexual motive. For example, in the ad of the clothes by Gucci models take off their clothes. Women would gladly buy these clothes because they have no doubt about the reason of models undressing. Such unconscious motive may be dominating in woman's purchase making over the conscious. A desire to be attractive and to be admired by men may definitely improve the purchase level, that is, it may make a woman buy a more expensive product though less functional, or buy several items of it.
The matter of no less importance is to present in advertising both the advantages of the product and the satisfaction of its purchasing and using. The reason is that shopping became for many women a way of relief and sublimation of aggressiveness.
Besides, it is wise to keep in mind their desire of superiority. All humans tend to possess things that are able to improve their status in their own eyes and in the eyes of others. It is positively a strong motive for a woman to be able to boast about her new purchase with her friends. Branding plays an important part in it. The psychological value of the product may play the decisive role for its purchase.
All of these and many other motives are able to substantially improve the level and efficiency of advertising. By no means should they be neglected.