<P> Voiceovers are commonly used in advertising . Most voiceovers are done by men, with figures of up to 94% having been reported . There have been more female voiceovers in recent years, but mainly for food, household products, and feminine - care products . </P> <P> 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, whereas females engage in more creative, associative, imagery - laced interpretation . Later research by a Danish team found that advertising attempts to persuade men to improve their appearance or performance, whereas its approach to women aims at transformation toward an impossible ideal of female presentation . In Paul Suggett's article "The Objectification of Women in Advertising" he discusses the negative impact that these women in advertisements, who are too perfect to be real, have on women, as well as men, in real life . Advertising's manipulation of women's aspiration to these ideal types as portrayed in film, in erotic art, in advertising, on stage, within music videos, and through other media exposures requires at least a conditioned rejection of female reality, and thereby takes on a highly ideological cast . Studies show that these expectations of women and young girls negatively impact their views about their bodies and appearances . These advertisements are directed towards men . Not everyone agrees: one critic viewed this monologic, gender - specific interpretation of advertising as excessively skewed and politicized . There are some companies, however, like Dove and Aerie that are creating commercials to portray more natural women, with less post production manipulation, so more women and young girls are able to relate to them . These commercials give more natural beauty standards . </P> <P> More recent 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 on 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 ads are embedded influence a viewer's mood state . Susan Wojcicki, author of the article "Ads that Empower Women don't just Break Stereotypes--They're also Effective" discusses how advertising to women has changed since the first Barbie commercial where a little girl tells the doll that, she wants to be just like her . Little girls grow up watching advertisements of scantily clad women advertising things from trucks to burgers, and Wojcicki states that this shows girls that they are either arm candy or eye candy . </P>

The proponents of creative advertisements are also called