Gender effects in the processing of advertising

According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising. According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation.

More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumer's mood state.

PART II.

Texts for studing profesSional vocabulary

UNIT 1

Fitness club "Figure"

"Figure" is the ramified network of fitness – clubs equipped by a modern equipment. Our a fitness centers offer enormous choice of the programs, individual and group training, trainer halls, pools fitness – bars, solariums and other great deal. A network of fitness – clubs "Figure" is active rest and pleasure from employments, wide choice of the programs for creation of ideal figure and strengthening of organism.

Children's fitness is in our clubs

The network of clubs "Figure" offers the great choice of the programs of child's fitness, plugging in it self the great number of useful and interesting employments for the children of different age. Child's fitness that is given in form game strengthens muscles, develops co-ordination of motions, produces habit to the healthy way of life. Employments for children in our clubs provide all-round development of child, help to become valuable, healthy personality him.

In the sport clubs of network of "Figure", where a pool is, employments are conducted both for adults and for children and also aqua aerobics for future mothers. Visitors are waited by the various types of water Fitness programs, that conduct skilled instructors. Ability to float for employments in a pool not nearly necessarily – the special inventory will help to repose on water. Exercises in water due to overcoming of her resistance are very effective for strengthening of muscles of back and abs, thus loading on a backbone will be minimum.

Exercises

1. The network of clubs "Figure" offers the great choice of the programs of _______.

2. Visitors are waited by _______ .

3. _______ provides all-round development of a child, help to become valuable, healthy personality him.

4. Exercises in water due to _______.

5. Here are four benefits that “Figure” offers its customers:

A –child’s development

B – child fitness

C – effective for muscles

D – skilled instructors

6. Match the words below to make four word partners from the text:

1. “Figure”

2. pool exercises

3. children

4. loading

1. due

2. offers

3. effective

4. develop