Since the beginning of media and advertising, marketers have employed subtle tactics to attract a more diverse customer base. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the fifteen appeals advertisers use to engage the consumer’s interest in buying their products. These different advertising techniques are directed towards a target audience; including males, females, elders, and teenagers. However, in some cases, the Carls Jr ad being analyzed has multiple audiences; primarily the male and female audiences. The male audience is more influenced by the sex appeal in the ad (i.e., the use of a model and suggestive wording), meanwhile the female audience is more influenced by the desire for attention and acceptance.
In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.
I have chosen to create an online article about the issue of women in advertising for the “Health and Beauty” section of The Guardian. Having watched Jean Kilbourne’s documentary “Killing Us Softly 4,” I realized there is intense gender bias in our society, specifically discrimination towards women in the advertisements I would see throughout the day. Also, reading Joyce Carol Oate’s short sotry, “Where are you going, Where have you been?” helped me formulate a better understanding of how popular culture creates a singular identity. In my article, I tried to use all three of Aristotle’s rhetorical appeal techniques.
All of this—the images of ‘true’ masculinity and association of meat with equivalent female body parts—occurs within the last 25 seconds of the 52 second commercial. Without explicitly stating that women’s backsides are to be thought of like pieces of meat men can consume, the commercial still manages to imply just that through psychological techniques and conflation, and reinforce the values of the patriarchy that support the inferiority and resultant objectification of
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
In today’s society, the traditional differences between genders are constantly reinforced. The male figure is usually characterized as the strong, successful, dominant gender. When advertisements create a target message for men, they exploit the male ego. This means that men are thought provoked to look or be
Gender roles have existed throughout history, and still play a massive role in our society. They dictate how each gender; male, female and androgyny, should behave, and what is appropriate for them and what isn’t. An article “Examining Media’s Socialization of Gender Roles”, exhibits how gender roles are displayed in commercials. Predominately, the commercial “Know Your Gear”, shows what products are masculine and what aren’t. In the text it states, “Ladies have their own stuff’, while he grabs and lifts a white flowered basket filled with brightly colored primarily pink, products, he sternly warns, ‘see this is not for you”.
The “Don’t Sweat the Small Stuff for Women” have 100 chapters. The book asserts that women have a special purpose in life that should be consider and appreciate the sacrifice of our grandmothers, great- grandmothers because we achieved the gender equality. The things to remember, remind us women how to grow stronger that summarized below. Summary
“His” and “her” media refers to the multitude of media outlets catering different magazines, television programs, etc. to men and women. This disparity is particularly evident in adult television programming, which has underwent several transformations since its inception. For instance, the men would watch Spike TV whereas the women would watch the W Network. However, the division between his and hers is now slowly being merged together. Television programming used to divide its audience into its targeted demographic niches so that advertisers would reach the consumers their products were designed for.
Most of American males do not eat healthy, which is one of the reasons for the plenty masculine fast-food commercials. A KFC commercial launched to the public this year, starts with a note sent from a grandmother to her grandson saying: “Get yourself something nice”. The grandson, after going to a sandwich and a burger restaurant, finally finds a KFC, enters the restaurant, and decides to eat a pie stuffed with lots of chicken, meat and plenty of other ingredients. In most of fast-food advertisements, men show themselves as a superior figure by using women as an object to satisfy their needs, by consuming meat in big proportions because of their historical hunter nature, and to show their masculinity because of what they are capable of eating. Macho behavior is shown by using women as an object to satisfy their needs.
Although traditionally brands and products of this nature have been targeted at women, we are now seeing an increase of advertisements that seek to reach the male consumer. Companies like AXE, which is a brand of male grooming products, is marketed towards
“While the Smell Like a Man, Man” campaign does not utilize female actresses in the commercials, it does allow a look into how the socially constructed concept of masculinity is created
In the essay “The No Name Woman” by Maxine Hong Kingston, the story of living in a traditionally male-dominated Chinese society with a very dysfunctional family structure is told. The villages would look upon the men as useful, and women as useless to their society. Kingston, the main character, learns this first hand from how her aunt was treated. Kingston’s aunt, The No Name Woman, is victimized by a male-dominated society by being shunned for an illegitimate child. As a woman, the odds were automatically against you in their society.
This advertisement includes four men and one woman who are all wearing Dolce and Gabbana clothes. Two of the men are shirtless with oiled bodies, showing off their muscular body type, which is considered to be the ideal male body type. This causes the men viewing the advertisement wanting to be like them. Beauty standards are just as important in the male society as the female society, just that it is more emphasized in the female society.
Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are
