Advertising and Advertising and FemalesFemales

Unit 3Unit 3

Ad BuzzAd Buzz

-Much of the advertising directed towards females tells them -Much of the advertising directed towards females tells them that they need to worry about their looks, worry about that they need to worry about their looks, worry about their weight, and obey males.their weight, and obey males.

-These messages are so frequent and widespread that it is -These messages are so frequent and widespread that it is almost impossible to ignore them.almost impossible to ignore them.

-If we are happy with the way things are, then we are less -If we are happy with the way things are, then we are less likely to buy things.likely to buy things.

-Advertisers try to make us unhappy– unhappy with our -Advertisers try to make us unhappy– unhappy with our appearance, out relationships, our situation in life in appearance, out relationships, our situation in life in general.general.

- Advertisers offer their product as a solution to our problems.- Advertisers offer their product as a solution to our problems.

Why Do Advertisers Why Do Advertisers Want Us to Be Sad?Want Us to Be Sad?

-The average American woman is 5 feet -The average American woman is 5 feet 4 inches tall and weighs 142 pounds.4 inches tall and weighs 142 pounds.

-The average fashion model is 5 feet 9 -The average fashion model is 5 feet 9 inches tall and weighs 110 pounds.inches tall and weighs 110 pounds.

-More than 75% of American women say -More than 75% of American women say that they “feel fat.”that they “feel fat.”

Why Do Advertisers Why Do Advertisers Want Us to Be Sad?Want Us to Be Sad?

-Anorexia nervosa is a psychological illness that -Anorexia nervosa is a psychological illness that causes lack of appetite in people, primarily young causes lack of appetite in people, primarily young women.women.

-People who suffer from anorexia refuse to maintain -People who suffer from anorexia refuse to maintain body weight that is at or above the minimally body weight that is at or above the minimally normal weight for age and height.normal weight for age and height.

-Bulimia nervosa is the practice of binge eating, often -Bulimia nervosa is the practice of binge eating, often followed by forcing oneself to vomit.followed by forcing oneself to vomit.

-Nobody is born anorexic or bulimic; the message -Nobody is born anorexic or bulimic; the message people receive from society and advertising often people receive from society and advertising often contributes to the development of these disorders.contributes to the development of these disorders.

Cigarettes and GenderCigarettes and Gender

- Young women are more likely to smoke than young men - Young women are more likely to smoke than young men are. (they want to stay thin)are. (they want to stay thin)

- Cigarettes have long been considered a no-calorie Cigarettes have long been considered a no-calorie substitute for eating.substitute for eating.

- Virginia slims, even highlights this in its name.Virginia slims, even highlights this in its name.

- A study at Harvard Medical School found that females A study at Harvard Medical School found that females who are unhappy about their appearance are twice as who are unhappy about their appearance are twice as likely to think about using tobacco as females who are likely to think about using tobacco as females who are comfortable with their looks.comfortable with their looks.

- Cigarette ads frequently appear in fashion magazines Cigarette ads frequently appear in fashion magazines that feature very thin fashion models.that feature very thin fashion models.

Advertising and Advertising and MalesMales

Unit 4Unit 4

Ad BuzzAd Buzz

-Many American males learn what it -Many American males learn what it means to be a man in part from means to be a man in part from advertising.advertising.

-Ads use the product as a way to define -Ads use the product as a way to define oneself.oneself.

Beer and ManhoodBeer and Manhood

-- Beer advertisements tell the intended audience Beer advertisements tell the intended audience that drinking beer is a sign of manhood.that drinking beer is a sign of manhood.

- We often see beer advertising associated with guy We often see beer advertising associated with guy stuff – going to a football game, working at a stuff – going to a football game, working at a construction site, shooting pool with the gang.construction site, shooting pool with the gang.

- There is an implied message being that beer helps There is an implied message being that beer helps people have a good time.people have a good time.

- Fun is supposed to mean being accepted by the Fun is supposed to mean being accepted by the guys while also being attractive to the ladies.guys while also being attractive to the ladies.

Athletic Shoes Usually Aren’t Athletic Shoes Usually Aren’t CheapCheap

-Price is one of the main concerns of -Price is one of the main concerns of marketing.marketing.

-“Prestige pricing” means the high price -“Prestige pricing” means the high price of an item brings a positive image to of an item brings a positive image to the product and to the person who the product and to the person who buys it.buys it.

Dealing with the MunchiesDealing with the Munchies

- Marketing research has shown that teenage - Marketing research has shown that teenage males spend the biggest percentage of their males spend the biggest percentage of their money on food and entertainment.money on food and entertainment.

-- Teenage girls spend the biggest percentage Teenage girls spend the biggest percentage of their money on cosmetics and clothing.of their money on cosmetics and clothing.

-- Frito-Lay, the makers of Fritos, Doritos, and Frito-Lay, the makers of Fritos, Doritos, and Ruffles, are owned by the same company Ruffles, are owned by the same company that makes Pepsi.that makes Pepsi.