For women, ads often are more detailed. Take for example toiletry ads. For one thing, women are more concerned abut grooming and appearence. And they appreciate very fine distinctions, such as 5 different variations of shampoo-for curly hair, straight hair, oily hair, dry hair, etc. For men, by contrast, toiletry ads focus on a single product.
Men are likely to pick up on one or two very salient and obvious kinds of cues.
Men think in a more macro way, and need to be shown the big picture. Also, men are less likely to process complex metaphors. Actually, it's more that men are phobic about appearing to be concerned about fashion. They don't want to come across as caring about it too much. It's often an issue of how they're perceived by other men.