I think that partly this is true because i think in general women do read more than men because they often have a better sense of language. However this doesn't count for everyone of course, i think it also really depends on the topic of the text and the purpose of reading it. I think women read more for leisure than men but men can read a lot as well when it really helps them with something. In addition, I think women very much enjoy looking at pictures as well because all women's magazines are full of pictures.

Partly. It depends on the product and the person itself. I don't like long text which explain everything in the details. I quickly scan what I need and make my decision based on that.

However, I do agree that for men it's more important to see the picture of the product or service than text.

Also, the quality of the image (quality, position, relatedness, naturalism) affects the perception.

It's difficult to state such a thing as it's different for every individual and not to be generalized per gender. From my own perspective, and experience, I can say that I for one like to have elaborate information prior to purchase. For me the visual aspect of the advertisement is merely an eye-catcher and does not lead to a decision.

Well I guess a lot of people know that women are from Venus and men are from Mars, right? I have never read the book myself, yet men and women look at things in very different ways (obviously, otherwise it would be boring). Women want as many details as possible, otherwise misinterpreting the message easily occurs. Men on the other hand, tend not to read between the lines and therefore find it easier to look at images and interpreting them as they are.

I like to believe that women are literature, (with many points of view to a statement, different plot lines, etc) while men are like math (where 2+2=4 in all cases). Yet it also depends on the kind of advertisement (it may appeal to women or men specifically). This however does not mean that women don't like simple ads or images that speak for themselves (think about Durex, they have sometimes images that are intended to both genders, they are creative and smart). On the other hand, women may go and check out the product label in supermarket, while men may be convinced right from the start by it and purchase it quicker.

I agree with most what has been said, especially that it will depend on the product. However, I think that it is more important what you want to use the product for, whether you are already familiar with a similar product and whether its use is self-explanatory or not, rather than it being oriented towards men or women. I could imagine that women might want to read more information on a product they are unfamiliar with. Of course, as everyone said, it depends on the person.