ENDORSEMENTS Gender through advertising Carolina Murillo Payal Patel

ENDORSEMENTS Gender through advertising. Carolina Murillo, Payal Patel, Surpiya Narula

What is an endorsement? • Promoting pitch for a product/service; commonly associated with paid celebrities What is testimonial? • Person's written or spoken statement praising a certain product; sales pitch by ordinary citizen MARKETING TOOLS

Vintage Ads a blast from the past… In vintage 50 s & 60 s ads, women were seen as unintelligent and dependent. Their only job was to take care of the kids, the house, and their husbands. In ads they were seen with only household appliances & Men ridiculed or exposed their flaws.

Modern ADS the provocative present… Sex sells and boy does it grab people attention. Men are machos and Women are their sex muse. Women are overexposed to grab attention. Ad is usually targeted towards men through alcohol and women

When people think of an advertisement for a household product, what comes to mind? ? A Woman Researchers called it the “happy housewife” stereotype. This is a stereotype that has been associated with the image of women in most print and television advertisements usually cleaning or taking care of the kids. Female Homemaker

Women in ads: Febreze Female Homemaker Tone: rational Message: Moms can keep their house not just clean but FRESH!

Women in ads: Swiffer Female Homemaker Tone: Humor Message: Mom can break up with her old mop because she found a new love, Mr. Swiffer

Men the old perception: Professionals who expected to come home from work to a clean house, perfect kids, and a hot meal. • Message in ads: useless in the kitchen, incapable of washing a load of laundry right, the creators of mess not the cleaners. • Focus: beer, women, sports Men the new perception Professionals who are expected to come home from work and pitch in around the house. • Message in ads: they are just as capable to cook, wash, clean and take care of kids. They don’t lose their masculinity rather they gain power • Focus; diapers, detergent, and family Marketing the Male Homemaker

Men in ads: Huggies The Homemaker Tone: Humor Message: Dads may not be the experts but they certainly are up to the challenge!

Men in ads: Tide The homemaker Tone: Emotional Message: Men can show a softer/nurturing role in their sons lives.

• After decades of pitching products to women in fantasies where every bathroom sparkles and every detergent cleans whiter than white, American companies are beginning to do an advertising about-face. • Instead of scrubbing kitchen floors on their hands and knees, women in today's print and television ads hold full-time jobs, choose day-care and, sometimes, take care of their families without any visible support from a man. • In addition over the past few decades women have moved from: Homemaker Sex Object Professional The Evolution of Female Advertising

Women in ads: Burger King The Female Professional Campaign: “Real People, Real Success” Tone: Motivational Message: More women & minorities can be successful employees & professionals!

Men In ads: DKNY Male Professional Tone: Professional Message: Men own the suits, the city and their professions. Always dapper inside and out of the office.

CASE STUDY….

Survey Say: 1. Suitcase 2. Laptop case ? WHAT AM I ENDORSING? ? ?

Survey Says: 1. Perfume 2. Lotion 3. Make up ? WHAT AM I ENDORSING? ? ?

? Survey Says: 1. Beauty Product 2. Cleaning item 3. Clothing item What am I endorsing? ? ?

? Survey Say: 1. Lipstick 2. Mascara 3. Make-up What am I ENDORSING? ? ?

Marketers weave media that cloud our consciousness with stereotypical depictions and subliminal messages. Themes in media are pervasive and powerful enough to influence how we view things Marketing has a huge influence on consumer perception of men and women & their roles in society. Media Influence on Consumer Perception

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