Advertising And Gender Essay

1968 WordsOct 11, 20118 Pages
-- Advertising and gender factors – Gender exists as a social concept, a duality in all societies, used to describe the social difference between men and women (Costa). Not only is it used to refer to personality an individual identity but it is also used at the cultural level such as stereotypes of masculinity and femininity. The definition of gender counts a great deal in understanding abilities, behaviors, skills, ideas, emotions of a male or a female in the society. Taking advantage of that, marketers use different strategies and techniques based on their potential consumers’ genders, more specifically, the differences in their fantasies and anxieties to minimize the cost of marketing. It is clear that advertisers are becoming professionals in manipulating these fantasies and anxieties, selling out their products by exploiting the customers’ own identities. Fundamentally, in order to identify clearly how an ad can influence a specific gender, people need to know these three crucial factors: image, language and stereotype in an ad. As these are the tools that can appeal customers the strongest. In an ad, whether it is on television or in a magazine, on a poster or on a banner, what hits the consumers’ eyes first is very important. It is the key factor that decides the salability of a product in the market as there is strong possibility that consumers will purchase products that catch their eyes. There are obvious differences between ads aiming to female consumers and ads aiming to male ones. Ads usually present the image of women in very confined roles, showing interest mostly in their clothes, their bodies, their families, and the desire to attract a male partner. Women is ads are occasionally presented in business figures, or positions of authority and responsibility except for some ads from specific companies such as milk powder companies and companies
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