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GENDER MARKETING Presentation performed by: Mariya Belozyorova & Tereza Dolej

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History Aristotel a man as an active body, a woman as a passive imperfect body Confucianism - thanks to Heaven for being created a man, not a woman Subordination, humility, modesty Childbearing, child-rearing, housekeeping No rights to earn money

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Michele Mattelart Women and the cultural industries 1920s - soap opera, lonely-hearts press. Two functions: to promote the sale of household products, to integrate the housewife into her function Commercial model of media In the middle of the 19 th century - first works devoted to a womens question rights to economic independence, participation in the political life of the state

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In the middle of the 19 th century - first works devoted to a womens question Rights to economic independence, participation in the political life of the state Equality of men and women by copying, imitating men -> not that women really wanted Women are different Radio RTL 1978 - photo-novel magazines Today Latin American films

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Melodramatic serial Womens name as their title Plot: the ups and downs of a love-affair which brings together people separated by social class (or age). Problems: unhappy homes, diseases, illegitimate children, alcoholism, sex and violence

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Angela Mcrobbie and the Real Me Stuart Hall - appropriation of postmodernity Discursive I Existential questions

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Roles. Stereotypes. Features. Gender roles MenFather, son, friend, bread earner WomenMother, daughter, friend, student Stereotypes Men Family guardian, successful businessman, superman Women Housewife and mother, wife/sweetheart, businesswoman Features MenActive, rational, logic, strong, aggressive WomenKind, careful, emotional, illogic, dependent

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BLUE for boys PINK for girls

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Focused on othersSelf-centered Focused on responsibilityFocused on rights Prospect for close peopleSelf-prospect orientation Proud of collective achievementsProud of personal success and achievements Pay attention to detailsSee the main idea High susceptibility to flavours, smellsLow susceptibility to flavours, smells Well-developed sense of touchPoorly-developed sense of touch Like to talkLike to speak about themselves Think aloudThink silently DelicateFree-spoken EmotionalDecent in roles CooperateCompete Want to hear an interesting storyWant to hear facts (only)

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Communicating information

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Shopping experiences

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Research vs. Elimination

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Price vs. Brand

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Practicality vs. Luxury

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Detail vs. Simplicity

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Internet

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Food & Drinks

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Vacation

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Commercials

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Shades & tints Bright & soft colors Spectrum of colors COLORS

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Differentiation of goods according to the gender factor

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http://www.youtube.com/watch?v=yIutgtzwhAc

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THANK YOU FOR ATTENTION!