As early as the 1920s, advertisers recognized that women had authority over as much as 80 percent of household purchases. From that point forward, women have been primary targets for the ad world–even in product categories that might traditionally be viewed as male oriented. To evaluate how that remains true today, locate a prominent advertisement for a product or service in each of these three categories: home improvement, automotive, and financial.

For each ad, identify how the brand is appealing to women and why. Do you believe the campaign is likely to be successful in attracting female consumers? Why or why not?