Research Presentation Hatmaker
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Research Presentation Hatmaker

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Senior Thesis Topic Presentation

Senior Thesis Topic Presentation

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Research Presentation Hatmaker Research Presentation Hatmaker Presentation Transcript

  • 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
    View slide
  • “Table of Contents”
    • Significance
    • Critical Research
    • Research Question
    • Methods
    • Future Research
    View slide
  • 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