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WOMEN INADVERTISING   Elina Pavlidis        Maxime Lemay           Raphaelle ColasMcGill University  Desautels Faculty of...
AGENDA GENDER ROLE   IMPACT WHAT SELLS
GENDER ROLE
SEX Biological  GENDERSociological
SUBTLE HINTS             Female representative demonstrating product                               VS.             Man enj...
SUBTLE HINTS             • 85% ads, male voice-over Gender             • 92% ads, women non-working  Role             • bo...
SUBTLE HINTS             WOMAN:               • unintelligent consumer               • socially conscious of her purchases...
SUBTLE HINTS             Toy ads targeted to boys:               • loud music               • outdoor competitive games   ...
SUBTLE HINTS             Toy ads targeted to girls:               •Soft music               •indoor calm playtimes Gender ...
SUBTLE HINTS LEADING                     TO… Gender  Role ImpactWhat Sells
GENDER ROLE STEREOTYPES             • The good mother             • The good wife             • Sexual object Gender  Role...
CHARACTER TRAIT STEREOTYPE Gender             • Demure  Role             • Passive ImpactWhat Sells
REINFORCED BY…              • Objectification Gender              • Dismemberment  Role              • Sexual object      ...
OBJECTIFICATION             Video:             http://www.youtube.com/watch?v=AKpiYTRNsh8 Gender  Role ImpactWhat Sells
OBJECTIFICATION Gender  Role ImpactWhat Sells
OBJECT TO USE Gender  Role ImpactWhat Sells
OBJECT TO VIEW Gender  Role ImpactWhat Sells
DISMEMBERMENT Gender  Role ImpactWhat Sells
DISMEMBERMENT Gender  Role ImpactWhat Sells
SEXUAL OBJECT Gender  Role ImpactWhat Sells
SEXUAL OBJECT Gender  Role ImpactWhat Sells
SUBORDINATION Gender  Role ImpactWhat Sells
SUBORDINATION Gender  Role ImpactWhat Sells
SUBORDINATION Gender  Role ImpactWhat Sells
STANDARDIZED BEAUTY Gender  Role ImpactWhat Sells
HOW DO WOMEN RESPOND? Gender  Role ImpactWhat Sells
IMPACT
BECAUSE THE MEDIA ARETHE MAIN INFORMATIONSOURCE ABOUT SOCIALPROCESSES AND IMAGES ANDSELF-PRESENTATION, WOMENARE LIKELY TO ...
ATTITUDE EFFECTS              STEREOTYPE OF GOOD HOUSEWIFE: Gender       Women are:  Role              • Not insulted     ...
ATTITUDE EFFECTS              For personal products, women prefer to:              • Be portrayed alone Gender       • as ...
ATTITUDE EFFECTS              WOMEN PORTRAYED SEXUALLY:              Men: Gender       • Attitude to ads is increased  Rol...
PSYCHOLOGICAL EFFECTS             Whether women are exposed as :             • Housewives and mothers Gender  Role       •...
PSYCHOLOGICAL EFFECTS Gender      WHEN EXPOSED AS HOUSEWIVES:  Role             • Accept gender role             • Have lo...
PSYCHOLOGICAL EFFECTS             STANDARDIZATION OF BEAUTY:             • Fat Complex Gender      • Age Complex  Role Imp...
PSYCHOLOGICAL EFFECTS             STUDY IN ROMANIA Gender      • Beauty enhances quality perception  Role             • Co...
WHAT IS OURRECOMMENDATION ?
WHAT SELLS?
WHAT SELLS ?√             • Everyone is susceptible to media             influence Gender  Role             • Different ad...
WHAT SELLS ?√             KEY TARGET MARKETS:             •Tweens             • Young Women Gender             • Older Wom...
TWEENS√                         LLS??√             • Media influences tweens most. Gender      • Marketing industry focuse...
WHAT SELLS ?√                 ??√                   TWEENS             • Focused on new image Gender             creation ...
YOUNG WOMEN√                    ??√             • Today’s advertising promotes Gender               youth and sexuality  R...
INFLUENCE ON MEN√             • sexual advertisements Gender        – Focus away from brand  Role               – Low bran...
OLDER WOMEN√             • Possess more disposable income Gender        that younger consumers  Role             • Like ad...
OLDER WOMEN√             • Not focused on in mainstream Gender  Role               advertisements             • When addre...
WHAT SELLS?LLS??√             • Low involvement products             • Lowinvolvement marketed differently towards        ...
THANK YOU!
QUESTIONS ?
Women in Advertising
Women in Advertising
Women in Advertising
Women in Advertising
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Women in Advertising

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McGill University - Consumer Behavior Fall 2009 - Women in Advertising.
By Raphaelle Colas, Maxime Lemay, Elina Pavlidis

How is women portrayal in advertising affecting women’s behavior and their role in society?

Published in: Lifestyle, Technology
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Women in Advertising

  1. 1. WOMEN INADVERTISING Elina Pavlidis Maxime Lemay Raphaelle ColasMcGill University  Desautels Faculty of Management  Fall 2009
  2. 2. AGENDA GENDER ROLE IMPACT WHAT SELLS
  3. 3. GENDER ROLE
  4. 4. SEX Biological GENDERSociological
  5. 5. SUBTLE HINTS Female representative demonstrating product VS. Man enjoying/stating benefits of the product Gender Role ImpactWhat Sells
  6. 6. SUBTLE HINTS • 85% ads, male voice-over Gender • 92% ads, women non-working Role • body language woman: bending of body parts Impact man: uprightWhat Sells
  7. 7. SUBTLE HINTS WOMAN: • unintelligent consumer • socially conscious of her purchases Gender • dependent on man Role • playful Impact MAN: • figure of authority • expertWhat Sells • intelligent decision maker
  8. 8. SUBTLE HINTS Toy ads targeted to boys: • loud music • outdoor competitive games • cut transitions Gender Role ImpactWhat Sells
  9. 9. SUBTLE HINTS Toy ads targeted to girls: •Soft music •indoor calm playtimes Gender Role •dissolved transitions ImpactWhat Sells
  10. 10. SUBTLE HINTS LEADING TO… Gender Role ImpactWhat Sells
  11. 11. GENDER ROLE STEREOTYPES • The good mother • The good wife • Sexual object Gender Role ImpactWhat Sells
  12. 12. CHARACTER TRAIT STEREOTYPE Gender • Demure Role • Passive ImpactWhat Sells
  13. 13. REINFORCED BY… • Objectification Gender • Dismemberment Role • Sexual object • Subordination Impact • Standardized beautyWhat Sells
  14. 14. OBJECTIFICATION Video: http://www.youtube.com/watch?v=AKpiYTRNsh8 Gender Role ImpactWhat Sells
  15. 15. OBJECTIFICATION Gender Role ImpactWhat Sells
  16. 16. OBJECT TO USE Gender Role ImpactWhat Sells
  17. 17. OBJECT TO VIEW Gender Role ImpactWhat Sells
  18. 18. DISMEMBERMENT Gender Role ImpactWhat Sells
  19. 19. DISMEMBERMENT Gender Role ImpactWhat Sells
  20. 20. SEXUAL OBJECT Gender Role ImpactWhat Sells
  21. 21. SEXUAL OBJECT Gender Role ImpactWhat Sells
  22. 22. SUBORDINATION Gender Role ImpactWhat Sells
  23. 23. SUBORDINATION Gender Role ImpactWhat Sells
  24. 24. SUBORDINATION Gender Role ImpactWhat Sells
  25. 25. STANDARDIZED BEAUTY Gender Role ImpactWhat Sells
  26. 26. HOW DO WOMEN RESPOND? Gender Role ImpactWhat Sells
  27. 27. IMPACT
  28. 28. BECAUSE THE MEDIA ARETHE MAIN INFORMATIONSOURCE ABOUT SOCIALPROCESSES AND IMAGES ANDSELF-PRESENTATION, WOMENARE LIKELY TO ATTEND TOAND USE MEDIA IMAGES ASGUIDES FOR THEIRATTITUDES AND BEHAVIOR” GOODMAN 2002
  29. 29. ATTITUDE EFFECTS STEREOTYPE OF GOOD HOUSEWIFE: Gender Women are: Role • Not insulted • Increased attitude Impact If product is used with or for the household!What Sells
  30. 30. ATTITUDE EFFECTS For personal products, women prefer to: • Be portrayed alone Gender • as beautiful and determined beings Role ImpactWhat Sells
  31. 31. ATTITUDE EFFECTS WOMEN PORTRAYED SEXUALLY: Men: Gender • Attitude to ads is increased Role • low brand recall Women: Impact • think it is diminishing • sends out wrong values to societyWhat Sells
  32. 32. PSYCHOLOGICAL EFFECTS Whether women are exposed as : • Housewives and mothers Gender Role • Sexual objects • Beauties Impact GENERAL LOSS OF SELF CONFIDENCEWhat Sells
  33. 33. PSYCHOLOGICAL EFFECTS Gender WHEN EXPOSED AS HOUSEWIVES: Role • Accept gender role • Have lower career expectations ImpactWhat Sells
  34. 34. PSYCHOLOGICAL EFFECTS STANDARDIZATION OF BEAUTY: • Fat Complex Gender • Age Complex Role ImpactWhat Sells
  35. 35. PSYCHOLOGICAL EFFECTS STUDY IN ROMANIA Gender • Beauty enhances quality perception Role • Confirmation Bias ImpactWhat Sells
  36. 36. WHAT IS OURRECOMMENDATION ?
  37. 37. WHAT SELLS?
  38. 38. WHAT SELLS ?√ • Everyone is susceptible to media influence Gender Role • Different advertisements appeal to different target markets. ImpactWhat Sells
  39. 39. WHAT SELLS ?√ KEY TARGET MARKETS: •Tweens • Young Women Gender • Older Women Role ImpactWhat Sells
  40. 40. TWEENS√ LLS??√ • Media influences tweens most. Gender • Marketing industry focused on tweens Role -New customers -Establish brand loyalty Impact • Influenced by low involvement products such as: -Clothing -CosmeticsWhat Sells
  41. 41. WHAT SELLS ?√ ??√ TWEENS • Focused on new image Gender creation Role •Images used can create/fuel insecurities ImpactWhat Sells
  42. 42. YOUNG WOMEN√ ??√ • Today’s advertising promotes Gender youth and sexuality Role • Mainstream marketing geared at influencing young adults Impact – More influence when models are their ageWhat Sells
  43. 43. INFLUENCE ON MEN√ • sexual advertisements Gender – Focus away from brand Role – Low brand recall ImpactWhat Sells
  44. 44. OLDER WOMEN√ • Possess more disposable income Gender that younger consumers Role • Like ads with older models, models with “normal shape” Impact • Relatable Models make low involvement products more trendyWhat Sells
  45. 45. OLDER WOMEN√ • Not focused on in mainstream Gender Role advertisements • When addressed in ads often focus on negative stereotypes ImpactWhat Sells
  46. 46. WHAT SELLS?LLS??√ • Low involvement products • Lowinvolvement marketed differently towards various segments Gender Role • Attractive models have greater perceived quality • Relatable models ImpactWhat Sells
  47. 47. THANK YOU!
  48. 48. QUESTIONS ?

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