Gender Stereotyping In Us Print Advertisements
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| Author | : Sarah Höchst |
| Publisher | : GRIN Verlag |
| Total Pages | : 106 |
| Release | : 2017-08-03 |
| Genre | : Literary Collections |
| ISBN | : 3668497273 |
In contemporary society advertising is everywhere. Advertisement is always with us, no matter where we are. Although we are aware of the constant bombarding by advertisement everywhere we go, we hardly recognize the influence that it has on us. Thereby, advertising has a great influence on us as individuals and on society as a whole. Through the media, we make sense of our cultural identities, gender and sexuality. The central goal of this book is to examine the development of presentations of gender stereotypes in print advertisements over a time period of 40 years via content analysis of a sample of magazine advertisements. The key questions are: How do U.S. print advertisements construct gender stereotypes? How did these stereotypes develop and do they have an influence on the consumer and the U.S. culture? Content analysis has been proven in decades of research on gender stereotyping as it relates to mass media and because this is an appropriate method to not only focus on images, but also on verbal messages. Magazines present an especially enduring, popular medium, thus this study focuses on gender stereotypes in print advertisements of magazines. More specifically, it focuses on the magazines Cosmopolitan and Esquire due to the varying target audiences, and because they might be a potential indicator of U.S. magazine advertising in general. To further limit the object of investigation, this study concentrates on beauty product advertisements. From the text: - Gender studies; - Cosmopolitan; - Esquire; - Identity; - U.S. Magazines
| Author | : Katherine J. Parkin |
| Publisher | : University of Pennsylvania Press |
| Total Pages | : 306 |
| Release | : 2011-06-03 |
| Genre | : History |
| ISBN | : 0812204077 |
Modern advertising has changed dramatically since the early twentieth century, but when it comes to food, Katherine Parkin writes, the message has remained consistent. Advertisers have historically promoted food in distinctly gendered terms, returning repeatedly to themes that associated shopping and cooking with women. Foremost among them was that, regardless of the actual work involved, women should serve food to demonstrate love for their families. In identifying shopping and cooking as an expression of love, ads helped to both establish and reinforce the belief that kitchen work was women's work, even as women's participation in the labor force dramatically increased. Alternately flattering her skills as a homemaker and preying on her insecurities, advertisers suggested that using their products would give a woman irresistible sexual allure, a happy marriage, and healthy children. Ads also promised that by buying and making the right foods, a woman could help her family achieve social status, maintain its racial or ethnic identity, and assimilate into the American mainstream. Advertisers clung tenaciously to this paradigm throughout great upheavals in the patterns of American work, diet, and gender roles. To discover why, Food Is Love draws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including the Ladies' Home Journal, Good Housekeeping, Ebony, and the Saturday Evening Post. The book also cites the records of one of the nation's preeminent advertising firms, as well as the motivational research advertisers utilized to reach their customers.
| Author | : Marc G. Weinberger |
| Publisher | : Routledge |
| Total Pages | : 298 |
| Release | : 2021-06-21 |
| Genre | : Business & Economics |
| ISBN | : 1000404420 |
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
| Author | : Sarah Höchst |
| Publisher | : |
| Total Pages | : 108 |
| Release | : 2017-09 |
| Genre | : |
| ISBN | : 9783960951032 |
In contemporary society advertising is everywhere. Advertisement is always with us, no matter where we are. Although we are aware of the constant bombarding by advertisement everywhere we go, we hardly recognize the influence that it has on us. Thereby, advertising has a great influence on us as individuals and on society as a whole. Through the media, we make sense of our cultural identities, gender and sexuality. The central goal of this book is to examine the development of presentations of gender stereotypes in print advertisements over a time period of 40 years via content analysis of a sample of magazine advertisements. The key questions are: How do U.S. print advertisements construct gender stereotypes? How did these stereotypes develop and do they have an influence on the consumer and the U.S. culture? Content analysis has been proven in decades of research on gender stereotyping as it relates to mass media and because this is an appropriate method to not only focus on images, but also on verbal messages. Magazines present an especially enduring, popular medium, thus this study focuses on gender stereotypes in print advertisements of magazines. More specifically, it focuses on the magazines Cosmopolitan and Esquire due to the varying target audiences, and because they might be a potential indicator of U.S. magazine advertising in general. To further limit the object of investigation, this study concentrates on beauty product advertisements. From the text: - Gender studies; - Cosmopolitan; - Esquire; - Identity; - U.S. Magazines
| Author | : Jane Cunningham |
| Publisher | : Penguin UK |
| Total Pages | : 240 |
| Release | : 2021-02-18 |
| Genre | : Business & Economics |
| ISBN | : 0241456010 |
'It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment' Amanda Montell, author of Wordslut ________________ Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the monumental gap that exists between the women that appear in the media around us and the women we really are. Their research reveals how our experiences, wants and needs - in all forms - are ignored and misrepresented by an industry that fails to understand us. They propose a radical solution to resolve this once and for all: an innovative framework for marketing that is fresh, exciting, and - at last - sexism-free. ________________ 'If you think we've moved on from 'Good Girl' to 'Go Girl', think again!' Professor Gina Rippon, author of The Gendered Brain 'An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit' Dr Aarathi Prasad, author of Like A Virgin 'This book has the power to change the way we see the world' Sophie Devonshire, CEO, The Marketing Society and author of Superfast
| Author | : Jean Kilbourne |
| Publisher | : Simon and Schuster |
| Total Pages | : 372 |
| Release | : 2012-06-26 |
| Genre | : Social Science |
| ISBN | : 1451698410 |
"When was the last time you felt this comfortable in a relationship?" -- An ad for sneakers "You can love it without getting your heart broken." -- An ad for a car "Until I find a real man, I'll settle for a real smoke." -- A woman in a cigarette ad Many advertisements these days make us feel as if we have an intimate, even passionate relationship with a product. But as Jean Kilbourne points out in this fascinating and shocking exposé, the dreamlike promise of advertising always leaves us hungry for more. We can never be satisfied, because the products we love cannot love us back. Drawing upon her knowledge of psychology, media, and women's issues, Kilbourne offers nothing less than a new understanding of a ubiquitous phenomenon in our culture. The average American is exposed to over 3,000 advertisements a day and watches three years' worth of television ads over the course of a lifetime. Kilbourne paints a gripping portrait of how this barrage of advertising drastically affects young people, especially girls, by offering false promises of rebellion, connection, and control. She also offers a surprising analysis of the way advertising creates and then feeds an addictive mentality that often continues throughout adulthood.
| Author | : Yorgos Zotos |
| Publisher | : Routledge |
| Total Pages | : 188 |
| Release | : 2018-12-14 |
| Genre | : Business & Economics |
| ISBN | : 1351213725 |
Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.
| Author | : Kim Bartel Sheehan |
| Publisher | : SAGE Publications |
| Total Pages | : 336 |
| Release | : 2013-07-18 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1483315436 |
Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.
| Author | : Anthony Joseph Paul Cortese |
| Publisher | : Rowman & Littlefield |
| Total Pages | : 204 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : 9780742524989 |
This updated second edition offers a refined theoretical framework, new pedagogical features, and expansion of advertising images and their analysis. Controversially, the second edition highlights preliminary evidence, contrary to popular opinion, that media sex and violence do not always sell. The new edition reviews these and other recent research findings. Other updates for this edition include: an evaluation of advertisements following the 9-11 terrorist attacks more on media violence and its nexus to youth violence new discussion of the use of advertising in law enforcement introduces the concept hybridizing (combinations of two types of advertising) many new ads representing cultural changes since the first edition
| Author | : Joan Marques |
| Publisher | : Springer Nature |
| Total Pages | : 495 |
| Release | : 2021-03-25 |
| Genre | : Business & Economics |
| ISBN | : 3030643190 |
A timely work that reviews the phenomenon of gender and its many manifestations of equality. Well-suited for increasing awareness and justice in academic and professional environments, this collective work addresses long-standing and ongoing social problems such as discrimination, stereotyping, prejudice, as well as a plethora of societal and industry influences that sustain the trend of gender imbalance. Aiming to span a broad scope in time, backgrounds and implementation, this book presents a wide variety of topics, including a historical overview, contemporary gender-based Issues, gender approaches across the disciplines, and cultural influences. The reader is guaranteed to confront existing biases when digesting topics related to gender communication differences, stereotypes, tensions and resistances, assigned social roles, transgenderism, non-binary identities, tension fields between equality and equity, relational aggression, and more. A critical underlying aim of this book is to contribute constructively and progressively to the dialogue on the definition of gender, thus addressing an ongoing challenge for policy makers, organizational leaders, and scholars.
