ENDORSEMENTS. G ender 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?
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Gender through advertising.
Carolina Murillo, Payal Patel, SurpiyaNarula
In vintage 50s & 60s 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.
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??
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 advertisementsusually cleaning or taking care of the kids.Female Homemaker
Message: Moms can keep their house not just clean but FRESH!
Message: Mom can break up with her old mop because she found a new love, Mr. Swiffer
Professionals who expected to come home from work to a clean house, perfect kids, and a hot meal.
Men the new perception
Professionals who are expected to come home from work and pitch in around the house.
Message: Dads may not be the experts but they certainly are up to the challenge!
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.
Homemaker Sex Object ProfessionalThe Evolution of Female Advertising
Message: Men own the suits, the city and their professions. Always dapper inside and out of the office.
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