Women in Advertising
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The document discusses gender roles and stereotypes in advertising. It notes that ads commonly portray women in subtle stereotypical ways, such as demonstrating products versus stating benefits, and with more passive body language. This reinforces stereotypes of women as unintelligent consumers, dependent on men, and focused on appearance. The impacts of these portrayals include influencing women's attitudes, lowering their self-confidence and career expectations, and fueling insecurities. The document recommends that advertisers consider different target markets like tweens, young women and older women, and market to them in more relatable ways without relying on gender stereotypes.
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Women in Advertising
- 1. WOMEN IN ADVERTISING Elina Pavlidis Maxime Lemay Raphaelle Colas McGill University Desautels Faculty of Management Fall 2009
- 2. AGENDA GENDER ROLE IMPACT WHAT SELLS
- 3. GENDER ROLE
- 4. SEX Biological GENDER Sociological
- 5. SUBTLE HINTS Female representative demonstrating product VS. Man enjoying/stating benefits of the product Gender Role Impact What Sells
- 6. SUBTLE HINTS • 85% ads, male voice-over Gender • 92% ads, women non-working Role • body language woman: bending of body parts Impact man: upright What Sells
- 7. SUBTLE HINTS WOMAN: • unintelligent consumer • socially conscious of her purchases Gender • dependent on man Role • playful Impact MAN: • figure of authority • expert What Sells • intelligent decision maker
- 8. SUBTLE HINTS Toy ads targeted to boys: • loud music • outdoor competitive games • cut transitions Gender Role Impact What Sells
- 9. SUBTLE HINTS Toy ads targeted to girls: •Soft music •indoor calm playtimes Gender Role •dissolved transitions Impact What Sells
- 10. SUBTLE HINTS LEADING TO… Gender Role Impact What Sells
- 11. GENDER ROLE STEREOTYPES • The good mother • The good wife • Sexual object Gender Role Impact What Sells
- 12. CHARACTER TRAIT STEREOTYPE Gender • Demure Role • Passive Impact What Sells
- 13. REINFORCED BY… • Objectification Gender • Dismemberment Role • Sexual object • Subordination Impact • Standardized beauty What Sells
- 14. OBJECTIFICATION Video: http://www.youtube.com/watch?v=AKpiYTRNsh8 Gender Role Impact What Sells
- 15. OBJECTIFICATION Gender Role Impact What Sells
- 16. OBJECT TO USE Gender Role Impact What Sells
- 17. OBJECT TO VIEW Gender Role Impact What Sells
- 18. DISMEMBERMENT Gender Role Impact What Sells
- 19. DISMEMBERMENT Gender Role Impact What Sells
- 20. SEXUAL OBJECT Gender Role Impact What Sells
- 21. SEXUAL OBJECT Gender Role Impact What Sells
- 22. SUBORDINATION Gender Role Impact What Sells
- 23. SUBORDINATION Gender Role Impact What Sells
- 24. SUBORDINATION Gender Role Impact What Sells
- 25. STANDARDIZED BEAUTY Gender Role Impact What Sells
- 26. HOW DO WOMEN RESPOND? Gender Role Impact What Sells
- 27. IMPACT
- 28. ''BECAUSE THE MEDIA ARE THE MAIN INFORMATION SOURCE ABOUT SOCIAL PROCESSES AND IMAGES AND SELF-PRESENTATION, WOMEN ARE LIKELY TO ATTEND TO AND USE MEDIA IMAGES AS GUIDES FOR THEIR ATTITUDES AND BEHAVIOR” GOODMAN 2002
- 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
- 31. ATTITUDE EFFECTS For personal products, women prefer to: • Be portrayed alone Gender • as beautiful and determined beings Role Impact What Sells
- 33. 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 society What Sells
- 34. PSYCHOLOGICAL EFFECTS Whether women are exposed as : • Housewives and mothers Gender Role • Sexual objects • Beauties Impact GENERAL LOSS OF SELF CONFIDENCE What Sells
- 35. PSYCHOLOGICAL EFFECTS Gender WHEN EXPOSED AS HOUSEWIVES: Role • Accept gender role • Have lower career expectations Impact What Sells
- 36. PSYCHOLOGICAL EFFECTS STANDARDIZATION OF BEAUTY: • Fat Complex Gender • Age Complex Role Impact What Sells
- 37. PSYCHOLOGICAL EFFECTS STUDY IN ROMANIA Gender • Beauty enhances quality perception Role • Confirmation Bias Impact What Sells
- 41. WHAT SELLS?
- 42. WHAT SELLS ?√ • Everyone is susceptible to media influence Gender Role • Different advertisements appeal to different target markets. Impact What Sells
- 43. WHAT SELLS ?√ KEY TARGET MARKETS: •Tweens • Young Women Gender • Older Women Role Impact What Sells
- 44. 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 -Cosmetics What Sells
- 45. WHAT SELLS ?√ ??√ TWEENS • Focused on new image Gender creation Role •Images used can create/fuel insecurities Impact What Sells
- 46. 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 age What Sells
- 47. INFLUENCE ON MEN√ • sexual advertisements Gender – Focus away from brand Role – Low brand recall Impact What Sells
- 48. 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 trendy What Sells
- 49. OLDER WOMEN√ • Not focused on in mainstream Gender Role advertisements • When addressed in ads often focus on negative stereotypes Impact What Sells
- 50. WHAT SELLS?LLS??√ • Low involvement products • Lowinvolvement marketed differently towards various segments Gender Role • Attractive models have greater perceived quality • Relatable models Impact What Sells
- 51. THANK YOU!
- 52. QUESTIONS ?
Editor's Notes
- Have you noticed in TV commercial how women product representatives are most of the time the ones demonstrating the product? In fact, most of the time it is the case. While men are mostly the ones who are stating the product benefit or just enjoy the benefits of the products.
- A study monitoring genderrole in ads has made a few interestingfoundings. the bending of body parts conveysunpreparedness, submissiveness and appeasement. The womanappearsoff-balance, insecure and weak.man
- Scholars have alsofoundthatwoman are mostlyportraying an Shownalone in ads, men are oftenportrayed as secure, powerful and serious. By contrast, women are pictured as playful, perpetuating the attitude thatwomen are childish and cannotbetakenseriously.
- As we have seen previously in this class, childhood is a key moment to form opinions and behaivors. Gender role is certainly conveyed at an early age.
- Have you noticed that man voice over …
- All these clues lead to
- Leading to create gender stereotypes
- Stella Artois is comparing their beer to a woman
- Version 1 and version 2 of Nikon camera..
- Women is an object to be used
- When you are only taking a body part of the female bodytakingawaypersonnality and intelligence
- When you are only taking a body part of the female bodytakingawaypersonnality and intelligence
- When you are only taking a body part of the female bodytakingawaypersonnality and intelligence
- Women as a commodity to men’s pleasure
- When you are only taking a body part of the female bodytakingawaypersonnality and intelligence
- Putting woman in an inferior position. Submission
- The theme of the sexual assault is
- The theme of the sexual assault is
- The theme of the sexual assault is
- Have you noticed that man voice over …
- HOUSEWIFE/GOOD MOTHER IT DOES NOT INSULT: improve attitude, IF PRODUCT IS USED for THE FAMILY FOR PERSONAL PRODUCT, WOMEN PREFER NOT TO SEE THAT STEREOTYPESEXUAL OBJECT: ALTHOUGH MEN LIKE IT, WOMEN DON’T. THEY THINK IT’S TOO DIMINISHING, AND SEND OUT WRONG MESSAGES TO SOCIETY
- HOUSEWIFE/GOOD MOTHER IT DOES NOT INSULT: improve attitude, IF PRODUCT IS USED for THE FAMILY FOR PERSONAL PRODUCT, WOMEN PREFER NOT TO SEE THAT STEREOTYPESEXUAL OBJECT: ALTHOUGH MEN LIKE IT, WOMEN DON’T. THEY THINK IT’S TOO DIMINISHING, AND SEND OUT WRONG MESSAGES TO SOCIETY
- HOUSEWIFE/GOOD MOTHER IT DOES NOT INSULT: improve attitude, IF PRODUCT IS USED for THE FAMILY FOR PERSONAL PRODUCT, WOMEN PREFER NOT TO SEE THAT STEREOTYPESEXUAL OBJECT: ALTHOUGH MEN LIKE IT, WOMEN DON’T. THEY THINK IT’S TOO DIMINISHING, AND SEND OUT WRONG MESSAGES TO SOCIETY
- HOUSEWIFE/GOOD MOTHER IT DOES NOT INSULT: improve attitude, IF PRODUCT IS USED for THE FAMILY FOR PERSONAL PRODUCT, WOMEN PREFER NOT TO SEE THAT STEREOTYPESEXUAL OBJECT: ALTHOUGH MEN LIKE IT, WOMEN DON’T. THEY THINK IT’S TOO DIMINISHING, AND SEND OUT WRONG MESSAGES TO SOCIETY
- LOSS OF SELF CONFIDENCE: HOUSEWIFE/HOUSEHOLD: WHEN TOO MUCH EXPOSED: TEND TO HAVE LESS EXPECTATION ABOUTCAREERSTANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)
- STANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)
- STANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)
- LOSS OF SELF CONFIDENCE: HOUSEWIFE/HOUSEHOLD: WHEN TOO MUCH EXPOSED: TEND TO HAVE LESS EXPECTATION ABOUTCAREERSTANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)
- LOSS OF SELF CONFIDENCE: HOUSEWIFE/HOUSEHOLD: WHEN TOO MUCH EXPOSED: TEND TO HAVE LESS EXPECTATION ABOUTCAREERSTANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)
- LOSS OF SELF CONFIDENCE: HOUSEWIFE/HOUSEHOLD: WHEN TOO MUCH EXPOSED: TEND TO HAVE LESS EXPECTATION ABOUTCAREERSTANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)
- LOSS OF SELF CONFIDENCE: HOUSEWIFE/HOUSEHOLD: WHEN TOO MUCH EXPOSED: TEND TO HAVE LESS EXPECTATION ABOUTCAREERSTANDARDIZATION OF BEAUTY GENERATES A : * FAT COMPLEX * AGE COMPLEXBut beauty sells because of perceived quality (ex: DOVE CAMPAIGN FOR REAL BEAUTY)