stereotypes in commercials
DESCRIPTION
Stereotypes in Commercials . Dana Schlosser and Laura Sinopoli CAN463MA April 2 nd , 2013. Background Information. What is your gender?. Do you pay attention to commercials?. Gender Portrayal Balance. Do you think there is a balance in genders seen in commercials?. - PowerPoint PPT PresentationTRANSCRIPT
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Stereotypes in Commercials
Dana Schlosser and Laura Sinopoli
CAN463MA
April 2nd, 2013
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Background Information
What is your gender? Do you pay attention to commercials?
MALE FEMALENEVER SOMETIMESALWAYS
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Gender Portrayal Balance
Do you think there is a balance in genders seen in commercials?
If no, what do you think the ratio between men and women should be?
YESNO
STUDEN
T 1
STUDET
3
STUDEN
T 5012345678
WOMEN MEN
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NOT SEXISTMODERATLY SEXISTEXTREMLY SEXIST
Are Commercials Sexist?
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MEN WOMEN BOTH NEITHER0
2
4
6
8
10
12
14
Who is Targeted by Sexism?
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CARS FAST FOOD COSMETICS VIDEO GAMES HAIR CARE BABY PRODUCTS
CLEANING0
5
10
15
20
25
MALEFEMALEBOTH
Products That Genders Sell
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Endorsements & Buying Behaviour
Does the gender of the person endorsing a product effect your purchasing decision?
Would you buy a product sold by the opposite gender?
YESNO
YESNO
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OFTEN NEVER SOMETIMES02468
1012141618
Perceived Gender Roles
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DITZY FRAGILE SKINNY SEXUAL ALL APPLY NON APPLY
02468
1012141618
Depiction of Women
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Mother (Nurturer) Bulimic Low lives Gold diggers Independent women Not like real life
Other Depiction of Women
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MUSCULER RICH ATTRACTIVE DUMB ALL APPLYNON APPLY0
2
4
6
8
10
12
Depiction of Men
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YESNO
Are Advertisements Offending?
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Kinder Surprise for Girls Diet Commercials Skinny Wendy Oreo Commercial
Offending Advertisements?
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STRONGLY AGREE
AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
0
2
4
6
8
10
12
Sexism As a Social Problem
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YESNO MAYBE
Gender Bias
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YESNOMAYBE
Stereotyping Gender Roles
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Women Belong In The Kitchen Women Do The Cleaning Family Travel Together Men Buy Condoms Men Do The Yard Work Men Love Cars Women Are Concerned With Their
Appearance
Stereotypes in Commericals
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A LITTLE CHANGE
SOME CHANGE ALOT OF CHANGE
NO CHANGE0
2
4
6
8
10
12
14
Change in Gender Roles
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