Contemporary women might possess more buying power than at any other time in history. This can be attributed to the increased number of working women, with many in upper-level executive positions with more disposable income. Women also have more input about where their family’s money is spent, so it makes sense that advertisers and marketers know how various components of advertising affect women. Knowing what speaks to women will help you cultivate ads that attract women and compel them to act.


Color is the first noticeable element of a printed ad. Colors have long been known to elicit certain feelings and actions, and using them to reach women is an art form worth studying. The hues in your ads should impart a positive impression, so match your color selection accordingly with the item you are advertising. For example, the color purple implies luxury to women, so a jewelry ad might position the piece on a purple velvet surface. Pink is a color often associated with femininity by women. Pink tones in lingerie, camisoles or other pretty clothing might attract women to the feminine beauty suggested by the color.


Ads using vivid language can effectively spark women to purchase a product or to take action. Women can be affected by ads that acknowledge their strength, nurturing natures and strong friendships. Powerful words such as “real,” “strength” and “commitment” can create an uplifting feeling in women. To impart an impression of confidence, you might use words such as “energetic” and “dependable.” Women can also be moved by words such as “attractive,” “sensational” and “youthful.” Women appreciate “value,” quality items that are "on sale" and knowing that a product is “guaranteed.”


After color, images are most readily noticed in advertising. Photos or illustrations can affect women in visceral ways. For example, if an ad depicts a woman as a mere extension of a male in the photo, the ad might elicit a negative reaction from women. Women are affected in positive ways when ad photos depict them as competent and making creative decisions. Additionally, women respond positively to ads portraying them as possessing just as much technical savvy as their male counterparts. Photos displaying women succeeding in typically male occupations, such as in the construction business, might appeal to women by reinforcing their confidence in their inherent capabilities.


Multi-minding is a step beyond “multi-tasking.” Multi-minding is the typical daily thought process shared by many contemporary women. For example, as a woman gets ready for work in the morning, her mind might be far beyond deciding what to wear. She might also be occupied with thinking about breakfast for the kids, who will take the children to baseball and dance practice, when she can fit in a doctor’s appointment, what she should wear for a date that night and which movie to see. Knowing that women regularly engage in this type of deliberation can prompt successful advertisers to sharpen their efforts at marketing to women, creating ads that provide an immediate, compelling punch to attract their female targets.