gender advertising presentation
DESCRIPTION
A Look at advertising and its defining gender rolesTRANSCRIPT
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Advertising Defining Gender
Danielle Jarrett
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“Advertisements guide thinking, action, and behavior as people come to accept mainstream ideas through visuals. The most crucial of these is what it means to be a man or a woman. Ideas about how to feel, dress, look, and behave, and how to interact with other men and women is the bedrock of culture in which we live” - Pamela Morris
+Gender Defining Ads
Commercials, billboards, and print ads, shape the way men and women should be in accordance to society.
Advertisers give us gender specific advertisements to tell us what it is like to be a man or a woman
Society has caught on to concepts of what traditional roles in gender should be
Uses them to advance their products and reach consumers
+Stereotypes
Carved the path for many product advertisements even if the actual demographic itself seems invulnerable
Ads apply gender stereotypes intentionally to persuade consumers
Men and women reach out to products and ideals of what the marketers are selling because of the significance and representation of the gender
Advertisers use stereotypes to draw in the targeted end user
+ Click icon to add picture“Men are physically
active and employed in
productive careers, while a woman’s
job is to look seductive and be
pretty”
+Male Stereotypes Applied
Males have dominated sports related advertisements
Images that society has placed upon this gender and its characteristics.
Powerful working image of men in advertising.
These ideas implemented by the advertisements can affect how males are perceived in our culture.
+Masculine Ads Defining Image
http://www.youtube.com/watch?v=4Aj55sgudlc&feature=related
Dodge Super Bowl Ad:
http://www.youtube.com/watch?v=hPmYxLUoZVc
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+Female Stereotypes Applied
Have taken a ‘stay at home’ role in advertisements
Shown using products that relate to these functions and tasks defined by our society
Depicted as having very fit bodies
Rates as more attractive
More likely to wear revealing clothing than their male
+Women perceptions of Beauty
in Advertising
http://www.youtube.com/watch?v=a3o_vWwl_8c
+Gender Ad Reality In the ads shown today in regards to products intended
to take on house roles, such as washing the dishes, floors, clothes, etc., are still aimed at women.
Men are rarely used to create the visual of getting the cleaning job done right unless it is in terms of showing their masculinity.
+Women used in Male Ads http://www.youtube.com/watch?v=I9tWZB7OUSU
Certain ads only directed at one gender, may use the other gender to attract those to buy product.
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+Conclusion
Male character- represented by ads and society, responsible for titles they maintain
Female character – represented by physical beauty projected to possess.
Society has implied roles and associates certain behaviors with certain genders.
Gender characterized in advertising continues to deepen the stereotypes derived by society
+Sources
Grow, Jean M., Wolburg, Joyce M. (2006). “Selling Truth: How Nike’s Advertising to Women Claimed a Contested Reality” Advertising Educational Foundation
Halbersam, Judith. Female Masculinity. Durham, NC and London: Duke University Press, 1998
Kelly, Lori. NWSA Journal 15.2 (2003) 199-203
Messner, Michael A., Margaret C. Duncan, and Kerry Jensen, “Separating the Men from the Girls: The Gendered Language of Televised Sports,” Gender and Society 7, no. 1 (1993): 121-137, and Wiley, Shaw, and Havits, 19-31.
Morris, Pamela (2005). ‘Overexposed: Issues of Public Gender Imaging.’ Advertising and Society Review.
Palan, Kay M. ‘Gender Identity in Consumer Behavior: A Literature Review and Research Agenda.’ Academy of Marketing Science Review (Online) 1, no. 10 (2001): 1-37.
Pillar, I. (2001). ‘Identity Constructions in Multilingual Advertising.’ Language in Society, 30, 153-186.
+Sources
Shields, Vickie. (2002). “Measuring Up: How Advertising Affects Self-Image.” Philadelphia: University of Pennsylvania Press, p 199.
Signorielli, Nancy, Douglas McLeod, and Elaine Healy. “Gender Stereotypes in MTV commercials: The Beat goes On.” Journal of Broadcasting and Electronic Media 38, no. 1 (1994): 91-101.
Wolf, Naomi, The Beauty Myth: How Images of Beauty are Used Against Women (New York: Morrow, 1991).
Zayer, Linda. (Vol 11, Issue1, 2010). ‘A Typology of Men’s Conceptualizations of Ideal Masculinity in Advertising.’ Advertising and Society Review.