Uploaded byJoel Lee
Gender in adverts.
The document analyzes whether society is moving toward achieving gender equality through a case study of McDonald's advertisements from 4 countries. It hypothesizes that while society is moving toward gender neutrality, full equality has not been achieved yet. The document discusses McDonald's role in society and advertising, examines about 75 of their ads, and analyzes themes like masculinity, feminism, gender roles/stereotypes, and resistance to equality. Key points include that ads still promote traditional gender roles but are progressing toward neutrality, and that deeply entrenched stereotypes make full equality difficult to achieve.
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Gender in adverts.
- 1. Is society movingtowards achieving gender equality? A Case Study on McDonald’s Advertisements.
- 2. Table of Content ✤ Literature Review ✤ Who’s in Control? ✤ Why McDonald’s? ✤ The Fluidity of Masculinity ✤ Hypothesis ✤ The Unsuspecting Victim ✤ Sample Methods ✤ Gender Equality
- 3. Topic of Interest- Lit Review ✤ Effects of Visual Components in Advertisements ✤ Connections between children and media
- 4. McDonalds ✤ Why McDonalds ✤ Strong presence ✤ Wide Range of Advertisements ✤ Plays a role in affecting society
- 5. Society is movingtowards gender neutrality, but we are not there yet! Our hypothesis.
- 6. Methodology ✤ Sample: approximately 75 different advertisements from 4 countries
- 7.
- 9. Would you likea Girl’s Toy or Boy’s toy?
- 10. Would you likea Girl’s Toy or Boy’s toy?
- 11.
- 13. A short historyof the Happy Meal. 1970’s
- 14. A short historyof the Happy Meal. Late 1980’s 1970’s
- 15. A short historyof the Happy Meal. Late 1980’s 1970’s 1990’s - Present
- 16. A short historyof the Happy Meal. Progression toward gender neutrality. Late 1980’s 1970’s 1990’s - Present
- 17. Masculinity Feminism
- 18. Masculinity Feminism
- 19.
- 20. Gender Roles: Arewomen becoming more assertive?
- 21. Interesting Things toNote ! ! ! ! ! ! ! Women earned more ! 4 out of 10 women Decreasing wage gap than half the PhDs in ! ! are breadwinners! the US, 2010! between genders! ! Passive! Assertive! Female make up of world’s national parliamentarians: Increasing use of soft 11% (1991) ! 19.3% power ! (2011)!
- 22. Interesting Things toNote Women earned more 4 out of 10 women Decreasing wage gap than half the PhDs in are breadwinners! between genders! the US, 2010! Female make up of world’s national parliamentarians: Increasing use of soft 11% (1991) ! 19.3% power ! (2011)!
- 23.
- 25. So girls, howmany of you future mothers would be willing to leave your baby at home to go back to the workplace?
- 26. Masculinity Feminism
- 27. Masculinity Feminism
- 28.
- 29. ✤ Traditional view: Men are seen as the stronger sex. ✤ Associated to traits like less emotional, muscular, more macho and rugged look. ✤ Contemporary view: The combination of Masculinity and femininity, the acceptance of androgyny
- 31.
- 32. Men & Masculinity ✤ Can you really come as you are?
- 33. Men & Masculinity ✤ Fundamentally, the perception of masculinity has not changed.
- 34. Masculinity Feminism
- 35. Masculinity Feminism
- 36. Yes, but we’renot there yet! Our hypothesis.
- 37. No real changein terms of Gender Equality
- 38. Masculinity Feminism
- 39. Masculinity Feminism
- 40. Why is thereresistance to the move towards gender equality?
- 41. Feminists’ Dilemma “The belief that women are as equal in wit, humour and knowledge as men, but also that women are more vulnerable and sensitive and desires to be protected and loved by a male”
- 42. Discrepancy in TheoryVs Reality ✤ How readily do we accept a man who cries?
- 43. Safety Net ✤ Gender socialization in children begins from young ✤ Entrenched Gender stereotypes ✤ Difficulty in educating parents.
- 44.
- 45. Why are masculinetraits more desirable in our society? Our hypothesis.