Gender Advertising presentation


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A Look at advertising and its defining gender roles

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Gender Advertising presentation

  1. 1. Advertising Defining Gender<br />Danielle Jarrett<br />
  2. 2. “Advertisements guide thinking, action, and behavior as people come to accept mainstream ideas through visuals. The most crucial of these is what it means to be a man or a woman. Ideas about how to feel, dress, look, and behave, and how to interact with other men and women is the bedrock of culture in which we live” - Pamela Morris<br />
  3. 3. Gender Defining Ads<br />Commercials, billboards, and print ads, shape the way men and women should be in accordance to society.<br />Advertisers give us gender specific advertisements to tell us what it is like to be a man or a woman<br />Society has caught on to concepts of what traditional roles in gender should be<br />Uses them to advance their products and reach consumers <br />
  4. 4. Stereotypes<br />Carved the path for many product advertisements even if the actual demographic itself seems invulnerable<br />Ads apply gender stereotypes intentionally to persuade consumers <br />Men and women reach out to products and ideals of what the marketers are selling because of the significance and representation of the gender<br />Advertisers use stereotypes to draw in the targeted end user <br />
  5. 5. “Men are physically active and employed in productive careers, while a woman’s job is to look seductive and be pretty” <br />
  6. 6. Male Stereotypes Applied<br />Males have dominated sports related advertisements<br />Images that society has placed upon this gender and its characteristics.<br />Powerful working image of men in advertising.<br />These ideas implemented by the advertisements can affect how males are perceived in our culture. <br />
  7. 7. Masculine Ads Defining Image<br /><br />Dodge Super Bowl Ad:<br /><br />
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  10. 10. Female Stereotypes Applied<br />Have taken a ‘stay at home’ role in advertisements<br />Shown using products that relate to these functions and tasks defined by our society<br />Depicted as having very fit bodies<br />Rates as more attractive<br />More likely to wear revealing clothing than their male <br />
  11. 11. Women perceptions of Beauty in Advertising<br /><br />
  12. 12. Gender Ad Reality <br />In the ads shown today in regards to products intended to take on house roles, such as washing the dishes, floors, clothes, etc., are still aimed at women.<br />Men are rarely used to create the visual of getting the cleaning job done right unless it is in terms of showing their masculinity. <br />
  13. 13. Women used in Male Ads<br /><br />Certain adsonly directed at one gender, may use the other gender to attract those to buy product.<br />
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  15. 15. Conclusion<br />Male character- represented by ads and society, responsible for titles they maintain<br /> Female character – represented by physical beauty projected to possess. <br />Society has implied roles and associates certain behaviors with certain genders.<br />Gender characterized in advertising continues to deepen the stereotypes derived by society<br />
  16. 16. Sources<br />Grow, Jean M., Wolburg, Joyce M. (2006). “Selling Truth: How Nike’s Advertising to Women Claimed a Contested Reality” Advertising Educational Foundation<br />Halbersam, Judith. Female Masculinity. Durham, NC and London: Duke University Press, 1998<br />Kelly, Lori. NWSA Journal 15.2 (2003) 199-203<br />Messner, Michael A., Margaret C. Duncan, and Kerry Jensen, “Separating the Men from the Girls: The Gendered Language of Televised Sports,” Gender and Society 7, no. 1 (1993): 121-137, and Wiley, Shaw, and Havits, 19-31.<br />Morris, Pamela (2005). ‘Overexposed: Issues of Public Gender Imaging.’ Advertising and Society Review.<br />Palan, Kay M. ‘Gender Identity in Consumer Behavior: A Literature Review and Research Agenda.’ Academy of Marketing Science Review (Online) 1, no. 10 (2001): 1-37.<br />Pillar, I. (2001). ‘Identity Constructions in Multilingual Advertising.’ Language in Society, 30, 153-186.<br />
  17. 17. Sources<br />Shields, Vickie. (2002). “Measuring Up: How Advertising Affects Self-Image.” Philadelphia: University of Pennsylvania Press, p 199.<br />Signorielli, Nancy, Douglas McLeod, and Elaine Healy. “Gender Stereotypes in MTV commercials: The Beat goes On.” Journal of Broadcasting and Electronic Media 38, no. 1 (1994): 91-101.<br />Wolf, Naomi, The Beauty Myth: How Images of Beauty are Used Against Women (New York: Morrow, 1991).<br />Zayer, Linda. (Vol 11, Issue1, 2010). ‘A Typology of Men’s Conceptualizations of Ideal Masculinity in Advertising.’ Advertising and Society Review.<br />