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Gender stereotypical advertisements essay
Gender Role Stereotypes in Advertising 2018
Gender Role Stereotypes in Advertising 2018
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Since the beginning of media and advertising, marketers have employed subtle tactics to attract a more diverse customer base. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the fifteen appeals advertisers use to engage the consumer’s interest in buying their products. These different advertising techniques are directed towards a target audience; including males, females, elders, and teenagers. However, in some cases, the Carls Jr ad being analyzed has multiple audiences; primarily the male and female audiences. The male audience is more influenced by the sex appeal in the ad (i.e., the use of a model and suggestive wording), meanwhile the female audience is more influenced by the desire for attention and acceptance.
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
In his article, “Men’s Men and Women’s Women,” Steve Craig describes how sellers differentiate and analyze sex by trying to use the buyers’ fantasies to match the expectations of ones’ age and sex which allows them to use their marketing funds more efficiently. According to Craig, we are living in a patriarchal society, where the man are the ones placing these advisements in society and creating trends. His analysis of four distinctive television advertisements is going to still try to largely uphold a patriarchal social structure. Although, on the surface these advisements may appear to be empowering both genders, it is still copying culture’s ideology of gender. Craig contends that advisements portray men in a masculinist perspective by
In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.
What audience is being targeted? This commercial targets the girlfriends and Wives of the world through use of comparison to the man in the commercial to the man in their life. Also men are targeted in this commercial, as they reel them in to buy the product only for the attention of their partner. How does this ad appeal to the target audience and what message is being
In today’s society, the traditional differences between genders are constantly reinforced. The male figure is usually characterized as the strong, successful, dominant gender. When advertisements create a target message for men, they exploit the male ego. This means that men are thought provoked to look or be
In the article Men’s Men and Women’s Women, Craig says there are four categories that are used in advertising. Craig calls “Women’s Men” and “Women’s Women” if the portrayals of men and women in ads aimed at women at home during the daytime hours, and if the image of men and women in commercials aired during weekend sports telecasts, it is called “Men’s Men” and “Men’s Women.” The main characters in the first commercial “Man Up” from Miller Light are a female bartender and a man as a customer, and this commercial fits into the Men’s Women. According to the article, Craig explains most women are portrayed in this category as physically attractive, slim, and usually young and white, frequently blond, and almost always dressed in revealing clothing.
In business, the primary objective of advertisements is to create a connection with the targeted audience. Many businesses attempt to fulfill this action by using stereotypes in their ad campaigns. In a section of McGraw-Hill's 2015 marketing textbook, the author discusses how to appeal to a male-centric audience. The author outlines the stereotype that men do not wish to be marketed to the same way that women do. One example can be seen in Dr.Pepper’s campaign to sell Dr.Pepper 10.
Advertising And Violence,” Jean Kilbourne states, “an editorial in Advertising Age suggests that even some advertisers are concerned about this: ‘Clearly it’s time to wipe out sexism in beer ads; for the brewers and their agencies to wake up and join the rest of America in realizing that sexism, sexual harassment, and the cultural portrayal of women in advertising are inextricably linked.’ Alas, this editorial was written in 1991 and nothing has changed” (431). Advertised today promote sexism and sexual harassment, spreading to people that it is okay to treat women like this. However, this representation of women is wrong, and this idea should not be widespread. Luckily, advertisers are aware of this problem in today’s advertisements, however the rest of
Men’s Health magazine is marketed as a monthly publication which seeks to enhance the male reader’s health and lifestyle. Upon viewing the cover of Men’s Health on a magazine stand you will commonly notice a man with rippling muscles and captions highlighting themes of sex and strength. After examining my chosen advertisement and the magazine itself, I discovered Men’s Health promotes an idealized view of masculinity to its target audience, adolescent to adult males (18-50 years old). By associating Jockey with a consumer’s desire for sexual confidence and masculinity, the advertisers motivate a person to buy this product.
Gender Stereotypes in Commercials Mass media, nowadays, have a great power and influence large audiences, as they not only give people information and entertainment, but they also affect their lives by shaping their opinion, attitudes and beliefs. In order to create a universal, understandable and acceptable for numerous and diverse recipients message, mass media very often use stereotypes and more specifically the gender stereotypes. Despite the fact that the differences between male and female roles are smaller in our times, mass media still use traditional gender stereotypes, maybe because they assume that they are well known to everyone, and help the receivers to understand the content of the message. Sometimes they choose to picture certain
The tone of this commercial is a message to all men who have been subject to judgement based on their manhood: that they should be confident in the fact that they are
Has it ever been brought to one’s attention that there are three important elements that distinguish one advertisement from another? These elements are time, place, and audience. There is a specific advertisement that will be explored to actually explain and showcase these three elements. That advertisement would be “What Do Women Really Want” done in 2013 by Gillette, a brand for shaving products. This advertisement uses a man who goes around at a party and talks to three women individually, who all prefer their man to be shaven a different way.
Advertising is displayed all around the world for everyone to see and it sometimes gives a bad message to the viewers. Advertisements tell us that there is only one dominant way to be feminine and only one dominant way to be masculine and if you do not conform to these gender codes that is not considered normal. Unfortunately, I have caught myself following these gender codes that are shown in advertising, it has affected me with the way I see people and myself. By using a sociological perspective I have started to look into the advertisements that I see and understand how women are portrayed as helpless and weak while men are portrayed as powerful and dominant. I also looked into how advertising supports hegemonic masculinity, which is the idea of masculinity being dominant.
Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are
