For advertisers, the most important classification of advertisements is by the type of consumer, and they spend huge amounts of money and effort in trying to divide up the public so that it can be more precisely targeted. This process entails endless discussions about whether the best divisions are those of lifestyle, socio economic class, personality type, or of something else altogether. Then there is the fact that certain products are more often bought by men than by women, by the rich, by a certain age group, and so on. ----