How men and women really DO see things differently (or why the wife's more interested in the price of the bikini and the husband the contents)

The old advertising adage that 'sex sells' may be recognised worldwide, but new research has revealed exactly how men and women are drawn into looking at a sexy ad.



A study of where men and women look on a 'sexy' advertisement gave a fascinating insight - with men found to be first interested in the attractive woman's face rather than her toned physique.



Using two ads featuring attractive women posing for H&M and Reebok trainers, researchers analysed where the eyes of men and women were drawn on first glance.

Hot spots: The colour splashes shows where men, left, and women tend to look at the same bikini ad. Red indicates which part of the poster generates most interest and green the least. In this instance, attention ti the face is evenly matched between the genders. But women are much more interested in the model's toned stomach and the price of the bikini. Men to prefer to focus squarely on her breasts and crotch - rather than her surrounding physique

Sexy: The H&M advert, featuring a tanned, toned woman on a beach in a bikini, which men and women looked at Some of the results were not at all surprising - both men and women were drawn to the woman's legs and torso before the advert's information and branding. RELATED ARTICLES Previous

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Next Bond, Vladimir Bond: Putin fury after Russian PM's face is... Share this article Share And in the Reebok advert, where an attractive female stands wearing nothing but a pair of white trainers, mens' eyes were drawn to the model's body and barely to the shoes at all.

Surprising: Contrary to expectations, women - and not men - looked at the model's breasts first. The numbers indicate the order in which both genders viewed the key areas of general interest

I like your face: Both men and women are drawn to the top of the woman's body, but more women look at the torso then men

But there were also more interesting findings in the study of 50 men and 50 women.

Analysts found that men spent 40 per cent more time than women looking at the face.



Research: In the study by Eyetrack Shop, men and women viewed this provocative Reebok ad

Bad news for the shoe firm: The trainers were the last thing either gender viewed. And men, perhaps preoccupied by the fact that the model was otherwise naked, paid barely any attention to the footwear, as the colour splashes indicate

Men were also found to have noticed the woman's face before they paid attention to her body in both examples.

And in an H&M campaign featuring a toned, sexy woman posing on a beach, women looked first at her torso and then at her face.



A third advert, showing a silver Saab, was also used in the research.

The Saab car advert featured a picture of the car, some product information and a brand logo

Role reversal: A 'visual evaluation' study found that men looked first at the car's information before the vehicle itself, while women went straight for the car

Analysis found that men went straight to the car's specification, before looking at the car itself and finally the logo in the bottom corner.

