Research Presentation Hatmaker

355 views

Published on

Senior Thesis Topic Presentation

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
355
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Research Presentation Hatmaker

  1. 1. Hello
  2. 2. Gender and Advertising <ul><li>Brought to you by </li></ul><ul><li>Jordan Hatmaker </li></ul>
  3. 3. My Research <ul><li>Women and men in magazine advertising </li></ul><ul><li> Women in men’s magazines </li></ul><ul><li> Men in women’s magazines </li></ul>
  4. 4. “Table of Contents” <ul><li>Significance </li></ul><ul><li>Critical Research </li></ul><ul><li>Research Question </li></ul><ul><li>Methods </li></ul><ul><li>Future Research </li></ul>
  5. 5. Important because… <ul><li>Media has a strong societal impact </li></ul><ul><li>Analyze media’s influence of gender stereotypes/behaviors </li></ul><ul><li> How are men & women being portrayed in magazine ads? Why are they being shown this way? </li></ul><ul><li> Are they being shown differently to audiences of the opposite sex? (as opposed to those of their own sex) </li></ul><ul><li> Gap in research </li></ul>
  6. 6. Big Hitters <ul><li>Kolbe & Albanese </li></ul><ul><ul><ul><li>Objectification of men </li></ul></ul></ul><ul><ul><ul><li>Ideal male image </li></ul></ul></ul><ul><ul><ul><li>Sole-male images </li></ul></ul></ul><ul><li>Erving Goffman (my hero) </li></ul><ul><ul><ul><li>“ Father of Gender Advertising” –nominated by Jordan Hatmaker </li></ul></ul></ul><ul><ul><ul><li>Semiotic analysis of advertising </li></ul></ul></ul><ul><ul><ul><li>Looked at codes, meanings, & societal relationships in ads </li></ul></ul></ul>
  7. 7. Research Question <ul><li>RQ: How do the representations of men and women differ in magazines that are geared toward the opposite sex? </li></ul>
  8. 8. Method <ul><li>Semiotic Analysis </li></ul><ul><ul><ul><li>Details </li></ul></ul></ul><ul><ul><ul><li>Composition </li></ul></ul></ul><ul><ul><ul><li>Social themes </li></ul></ul></ul><ul><ul><li>“ Frith’s Level of Analysis” </li></ul></ul><ul><ul><ul><li>The Surface Meaning </li></ul></ul></ul><ul><ul><ul><li>Advertiser’s Intended Meaning </li></ul></ul></ul><ul><ul><ul><li>Cultural/Ideological Meaning </li></ul></ul></ul><ul><li>Focus Groups </li></ul><ul><ul><ul><li>Use side-by-side comparison </li></ul></ul></ul><ul><ul><ul><li>To gain further perspectives/insight from others </li></ul></ul></ul>
  9. 9. Theory <ul><li>Semiotics </li></ul><ul><ul><li>Multimedia Semiotics </li></ul></ul><ul><ul><li>Objects (people) act as signs which function in relation to other signs (people, products, clothing, props, etc.) </li></ul></ul>
  10. 10. Future Research <ul><li>Text Analysis </li></ul><ul><li>How to advise industry on tailoring ads to break down stereotypical images </li></ul>

×