“Gender-Pitched Advertising” In today’s consumer-oriented society, ad agencies often ask “What makes an effective ad for a man or for a woman?” Gender has been and continues to be one of the biggest factors in advertising and marketing. Gender is frequently used as a basis for segmentation for a significant proportion of products and services. To successfully implement such segmentation, marketers and advertisers need to understand how men and women process marketing information, judge products, and behave in the marketplace.
Advertisements aimed at one sex tend to portray gender differently from advertisements aimed at the other sex. “Gender portrayals during primetime television are different from those of either daytime or weekends.”(Putrevu 3) During primetime, women are more likely to be shown in positions of authority and in settings away from the home than they are during daytime. Men, in contrast, are more likely to be portrayed as a parent or spouse and in home settings during primetime than they are on weekends. “Primetime can therefore be referred to as the marked category; since it does not over-employ the use of gender stereotypes.”(Putrevu 3) There are no men’s beauty and glamour magazines with circulations even approaching those of the women’s magazines. “The very idea of men’s beauty magazines may strike one as odd.”(Barthel 149) In our society men are traditionally supposed to make right appearance-without being overly concerned with their looks or beauty. Perhaps the best-known male fashion magazine is GQ founded in 1957. The highest circulations for men’s magazines are for magazines specializing either in sex or sports. “That these magazines share an emphasis on power-either power over women or over other men on the playing field-should not surprise.”(Barthel 150) Sex differences are often attributed to the biological differences such as chromosomes, sex hormones, emotional make-up, and brain lateralization. “A large body of clinical, experimental, and observational research suggests that some of the differences observed between the sexes can be attributed to biological factors.”(Putrevu 1) However, the small size of the sex differences based on purely biological origins suggests that biology only tells part of the story.
The Term Paper on Men Are From Mars Women Are From Venus Gender Differences In Communication
Men are From Mars, Women are from venus, gender differences in communication "MEN ARE FROM MARS, WOMEN ARE FROM VENUS: GENDER DIFFERENCES IN COMMUNICATION" Men and women typically use different discourse strategies in communication, and, in general, women's linguistic behavior is disadvantageous compared to men's. This paper will attempt to demonstrate this fact, through the many stereotypes ...
The Social Rule Theory suggests that the male female differences in aptitude and personality traits often reflect traditional gender roles in society. This line of reasoning suggests that males are largely guided by controlling tendencies referred to as genetic goals that stress assertiveness, self-efficacy, and mastery. Males tend to vigorously pursue such self-focused goals having great personal consequences. Females are guided by communal concerns emphasizing interpersonal affliction and harmonious relationships. Thus, the female sex role entails sensitivity to the concerns of both self and others. There is significant empirical evidence to support this view. “Hence, both biology and socialization seem to contribute to the differences commonly observed between males and females.”(Putrevu 2) These differences influence how marketing communications are processed and evaluated by the two genders. It is important to appreciate these perceptual differences between men and women. Gender is frequently used to as a basis for segmentation for a significant proportion of products and services. “As advertisements directed toward women are beginning to use male imagery, so too advertisements for men occasionally use imagery resembling that found in advertisements directed toward women.”(Barhtel 150) Aside from the advertisers themselves, there’s nobody who cares as much about the imagery in advertising as those who find themselves stereotyped or rendered invisible by it.
The Essay on Male Female Differences In Perceptions Of Sexual Harassment
Male/Female Differences in Perceptions of Sexual Harassment One of your male co-workers has a revealing photograph of a female on his desk at work. You ask him to remove the picture because it makes you feel uncomfortable. He does not remove the picture. Do you think this is a form of sexual harassment According to Bertha Brooks, a speaker on the subject of sexual harassment, this scenario ...
