Hello

Gender and Advertising

Brought to you by

Jordan Hatmaker

My Research

• Women and men in magazine advertising

Women in men’s magazines

Men in women’s magazines

“Table of Contents”

• Significance

• Critical Research

• Research Question

• Methods

• Future Research

Important because…

• Media has a strong societal impact

• Analyze media’s influence of gender stereotypes/behaviors

How are men & women being portrayed in magazine ads? Why are they being shown this way?

Are they being shown differently to audiences of the opposite sex? (as opposed to those of their own sex)

Gap in research

Big Hitters

• Kolbe & Albanese• Objectification of men• Ideal male image• Sole-male images

• Erving Goffman (my hero)• “Father of Gender Advertising” –nominated by

Jordan Hatmaker• Semiotic analysis of advertising• Looked at codes, meanings, & societal

relationships in ads

Research Question

• RQ: How do the representations of men and women differ in magazines that are geared toward the opposite sex?

Method• Semiotic Analysis

• Details • Composition• Social themes

– “Frith’s Level of Analysis”• The Surface Meaning• Advertiser’s Intended Meaning• Cultural/Ideological Meaning

• Focus Groups• Use side-by-side comparison• To gain further perspectives/insight from others

Theory

• Semiotics– Multimedia Semiotics– Objects (people) act as signs which function

in relation to other signs (people, products, clothing, props, etc.)

Future Research

• Text Analysis

• How to advise industry on tailoring ads to break down stereotypical images