Advertising and Gender Flashcards
(23 cards)
What are some statistics about women and consumption?
- 70% of all working-age women now work outside of the home
- Women produce 85% of consumer goods
- Women start 70% of new businesses
- Women control 65% of global spending
How do the genders process information differently about an ad?o
Men:
- look at the primary message of the ad
- men process information throughout their entire brain
Women:
- Women evaluate the primary message and also pick up on clues from the messages in ads to infer the inner meaning of the message
- women’s processing is focused in the frontal lobes (the part of the brain that is responsible for multitasking)
the two genders respond better to the ad when their gender is used
What is the woman’s gender representation in advertising?
glamorous sex kittens, sainted mother, devious witch, hard-faced corporate political climber
In which country are men and women equally portrayed?
CHINA
What proportion of men believe that the portrayal of men is inaccurate?
80%
Beauty stereotypes in advertising?
Good = beautiful Bad = ugly
What are some decorative stereotypes with gender?
Women are most often found in decorative role (not having purposeful interaction with the product), which makes them appear more passive
- them appearing passive depicts society’s view on women: taking a passive position
How are people portrayed in advertising? in terms of decorative
they are either actively involved with the product or passively decorating the product
What is licensed withdrawal in decorative ?
women tend to appear removed from the social situation of the activity pictured in the ads
How is stereotyped imagery effective?
by its virtue of familiarity
“the stage is set”
what is the “affect transfer?”
something/someone pretty transfers into positive thoughts about the advertisement
- we are naturally more attracted to beautiful things
What is the role-product congruity theory?
suggests that advertising effectiveness can be increased when appropriate media are used
What is the schema theory?
suggests that memory is a blend of specific memories as well as general abstractions about people, activities, and objects
“the match up between gender-role portrayal and product type still matters”
What are some unintended affects of using gender stereotypes in advertising?
- limited social roles
- value system focuses on external beauty
- objectification
What are some examples that we saw in class about gender and advertising
- chevy truck ad, heineken walk in beer fridge ad
True or false:
People respond better to ads with gender stereotyping.
True
True or false:
ads cause eating disorders
False
Women in advertising key points
- Smaller than men
- subordinate (lying down, in weak positions.
- Objectified
- frail and vulnerable (childlike)
- no voice, feminine touch
sexualized
What did megan markle do as a young girl?
Wrote a letter and persuaded P&G to change their commercial
What is the new way to represent women in advertising?
- Sexualizing men in order to give women power – not good
- Dominating men
- Portraying women as extremely strong
What is the hard-sell?
rosser reeves
shoving it down ur throat
What is the positioning approach?
positioning ur product against another one
- Coke vs pepsi
insinuating that their product is better
What is the Soft sell?
o Taps into your emotions
o Often times ad has nothing to do with the product
o Extra gum ad
o Budweiser ad
