SCS 100 Project 2 Observation Journal (Gender-Based Advertisement) ✓ Solved

I have chosen this topic named gender-based advertisement because in such type of advertisements there are different properties of ads assigned to the specific gender either male or female or other. Gender based advertisement technique is basically used to advertise the products which are linked directly or indirectly to the genders. Such technique appeals the consumers emotionally. This technique is also widely being used to advertise gender specific products and from this, it becomes easier to target the potential customers.

The aspects of the gender-based advertisement made me more curious that how a specific gender needs to advertise the product to be used by the same gender and along with that another aspect which is linked with the persuasion and attractiveness of the product while being advertised is to keep in mind.

Each advertisement has a specific type of audience to which it appeals and to whom it attracts. In the case of gender-based advertisement, most important thing is the consumer of the gender specific product. For example: In the advertisement of the Carlsberg Beer: If Carlsberg Did Fitting Rooms, it is confirmed that the audience includes the male consumers. Similarly, in the ad of Tide Plus A Touch of Downy: The Princess Dress or Colgate: Sink Child, it is confirmed that the audience includes the female consumers.

The message of the gender-based advertisements is dependent upon the type of product being advertised. At the same time, the message is directly linked with the consumer gender that either male or female because the gender specific products need to be advertised by the same gender to influence the consumer more effectively and they will be confident to use the product and believe the assured importance and facility of the product in a better way.

In my opinion, the relationship between the people in the gender-based ads needs to be franker and more cooperative so that they work together to make the best ads more persuasive towards the consumers of the product being advertised. Actually, in the entire ad, it is the most important thing to be focused while making an advertisement. The relationship with the product is usually based on the decision-making ability of the consumer that how an individual has to spend the resources (money, time) available to them for buying an item or product to consume.

During the advertisement based on genders, all the qualities of the product are shown in a way that the consumer will not have to argue about the properties or the quality and at the same time, the gender-based advertisement is also describing the relationship with the product in order to facilitate the consumer so that he or she will not go anywhere else to buy the product. Usually in the gender-based advertisements, the relationship between the consumer and the product is necessary to show, without that the advertisement will remain ineffective.

Advertisement is a type of communication tool which is being widely used now-a-days to attract the consumers towards the advertised products or the services. Advertisement effectiveness is also a necessary component of the business. The basic objective of the gender-based advertisement is to grab the attention of the consumers and to motivate them to buy the product being advertised. In the gender-based advertisement, there is also a component of emotion involved which is needed for the advertisement of some products so that it could be able to appeal those consumers facing the same emotions.

Overall, I think a social scientist might be interested in the fact that the ads were not as diverse when it came to gender and that some ads represented men as the leading role or primary features rather than women or other genders. And maybe in some ads which are gender specific in those that gender who is going to use that specific product has the primary role in advertising that product in a persuasive manner.

As a social scientist, I can understand the specific gender stereotypes for a product to be advertised by the same gender. But one question arises in my mind that in some gender-based ads which are not gender specific or related to emotions, why do females have the leading or primary role in such ads?

Paper For Above Instructions

Gender-based advertisements have become a pervasive aspect of marketing across various sectors. The strategic deployment of gender stereotypes in advertisements reflects broader societal norms and cultural contexts. This analysis delves into the intricacies of gender-based advertising, exploring how products are marketed differently to male and female consumers, and raising critical questions about representation and perception.

Firstly, gender-based advertisements are designed with the intent to resonate with specific demographics. They utilize cultural stereotypes to craft messages that appear inherently relatable to their target audience. For instance, advertisements for male grooming products often portray men as rugged and self-reliant, emphasizing themes of strength and independence (Keshari & Jain, 2014). Conversely, advertisements aimed at women frequently depict nurturing qualities or suggest that beauty and emotionality are paramount. This deliberate construction of gender roles can reinforce existing societal norms, while also providing a clearer marketing strategy by aligning product characteristics with consumer identity (Adhikary, 2014).

Moreover, the audience for gender-specific advertisements is crucial to their construction. Advertisements like Carlsberg, which target a male audience, signify the assumption that such marketing will resonate on a different level compared to a product aimed at women. The specificity of the audience enables advertisers to formulate messages that engage directly through cultural references, lifestyle aspirations, and emotional cues (Baker & Churchill, 2016). This emotional engagement is particularly vital; effective advertising not only showcases a product but also connects with the audience’s feelings and aspirations (Smith & Zook, 2016).

Nevertheless, while gender-based advertisements often succeed in attracting consumers through familiar narratives and representations, they can perpetuate stereotypes that limit individual identity. For example, advertisements that predominantly feature men in leadership roles or women as caregivers might inadvertently suggest that such roles are the only acceptable identities for each gender (Glick et al., 2016). These representations do not reflect the evolving roles and capabilities of individuals across the gender spectrum, further complicating the social landscape of gender identity and expression.

A significant concern arises with advertisements that challenge these traditional representations. These advertisements occasionally have a female protagonist in a non-traditional role, which can both empower women and simultaneously draw scrutiny about why such portrayals are less common. Provocative questions surface regarding the inherent biases present in the creative process and the motivations behind societal perceptions of gender roles. Consequently, it raises the query of why women are often portrayed as primary roles in non-gender specific ads; suggesting that an understanding of emotional cues or trust may drive these decisions within the advertising sphere.

As social scientists investigate these patterns, it is essential to recognize the implications of advertising content on societal norms and individual identity. Advertising mirrors societal values but also has the power to influence and innovate what those values could become over time (McCracken, 2017). By engaging with the notion of gender in advertising critically, advertisers could aid in redefining societal views and break free from outdated stereotypes.

Future research should consider the evolving landscape of gender in advertising, particularly how digital media shapes consumer behavior and perceptions of identity. Understanding the nuances of audience reception and potential divergences in gender roles can inform how products are marketed without reinforcing limiting stereotypes. Moreover, examining intersectionality—how race, class, and sexuality intersect with gender in advertising—offers a richer analysis of representation issues that extend beyond the binary (Crenshaw, 1989).

In conclusion, gender-based advertisements serve as a critical intersection of marketing, psychology, and sociology. They shape consumer identity while reflecting and reinforcing cultural norms. The ongoing conversation about representation, stereotypes, and audience engagement remains vital as society progresses toward a more inclusive understanding of gender, both in advertising and beyond.

References

• Adhikary, A. (2014). Advertising: A fusion process between Consumer and product. Symbiosis Institute of Management Studies Annual Research Conference (SIMSARC), West Bengal.
• Baker, M., & Churchill, G. A. (2016). The marketing research handbook. London: Sage.
• Crenshaw, K. (1989). Demarginalizing the Intersection of Race and Sex: A Black Feminist Critique of Antidiscrimination Doctrine, Feminist Theory and Antiracist Politics. University of Chicago Legal Forum.
• Glick, P., Wilk, S. L., & Perreault, M. (2016). The gender stereotypes in advertisements: Toward a future of female empowerment. Psychology of Women Quarterly.
• Keshari, P., & Jain, S. (2014). Consumer response to advertising Appeals: A Gender based study. Journal of Marketing and Communications, 9(3).
• McCracken, G. (2017). Culture and Consumption: A Theoretical Account of the Structure of Consumer Behavior. Journal of Consumer Research.
• Smith, S., & Zook, Z. (2016). Consumer behavior and marketing strategy. New York: McGraw-Hill.