Actually, this particular problem in role stereotyping is much more prevalent on television. A multitude of examples como to mind -- "ring around the collar," the man in the toilet bowl, masculine "scrubbing bubbles," a "knowledgeable" husband recommending the right furniture polish. This ad for a washing machine contains both mother and son and emphasizes a special feature of the machine which allows a small load to be washed economically.
This seems to be a positive role portrayal because it shows a sensible young mother performing a necessary household task intelligently. Hypotheses: Whether a woman works or not, she should be shown as competent and creative in using products which help her to perform the tasks her roles and lifestyle necessitate. These products should be shown helping the woman to achieve objectives that are central in her perception of her role.
Problem : Ads in which men and women are shown together often use women as decorative or alluring objects. This ad for glassware shows two attractive young women sharing the celebration of a winning male race car driver. This is an industrial product ad in which all of the models are mere decorations.
Obviously, the women shown have not contributed to the man's success, but someone did have to hold the glasses. This ad for men's cologne shows sexy male and female models in close proximity to one another. While this ad might appeal to a man's fantasy, it was found in a women's magazine.
Would this ad compel a woman to purchase the product for "her" man? This ad for a refrigerator shows a husband and wife having trouble fitting their old refrigerator into their new kitchen. It is a humorous approach to a real problem.
It was chosen as an example because the couple is sharing the dilemma even though the solution is provided by a male celebrity spokesperson.
This ad for a feminine hygiene product shows an attractive young couple canoeing on white water. The contemporary woman wants to pursue an active life whenever she pleases and is probably attracted by themes which convey this life style. Hypotheses : If the target market is men, portraying women as decorative or alluring is appropriate. Problem : Ads in which two or more women appear tend to emphasize competitive interaction.
In this ad for cat litter the hostess of a female bridge group is concerned about cat box odor. Again, the problem is a real one. However, would a group of women --your friends, at that -- really be this rude?
This ad shows a brand of beer which is bottled in two sizes. A group of women is superimposed on the smaller bottle. These women are enjoying a friendly beer together in a pleasant setting. The quality of the interaction is appropriate to today's woman. The Women's Movement has sensitized her to the pleasures of camaraderie between women. This ad is also interesting because it deals with a traditionally male-dominated product category but portrays a new version designed to appeal to women.
This recognizes the emergence of women as a force in the consumption of these product categories. Hypothesis : Show women as congenial and supportive of one another in a setting appropriate to the life style of the target market. Problem : Advertisers need to identify the type of person who is the most effective spokesperson for their product category. A well-known actor is the spokesperson in this washing machine ad.
Why are celebrities chosen as spokespersons for product categories where there is no apparent correlation between their image and the possession of pro-duct-related expertise? Even though they may be considered attractive by the target market, are they a credible information source?
This is an institutional ad with an energy conservation theme. It shows a woman chemist in protective clothing operating highly technical equipment. The woman shown is undoubtedly highly intelligent and expert in her field. Would, however, the average woman be able to identify with this role portrayal?
Hypotheses : Traditional women will attribute higher credibility to an authoritative male figure. This is especially true in product categories such as major appliances or those products which represent new technological developments.
Problem : Even when the role portrayal attempts to avoid stereotypes, the women shown are often not behaving in a manner appropriate to the role. This ad for office systems shows a graying female executive seated at her desk. She is looking at a cathode ray tube while being served coffee by a man. We deliver everything from insights, strategy and brand building, to big ideas and tactical execution. Get in touch with us here. We use cookies from third party services for marketing activities and to offer you a better experience.
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However, not allowing these services may impact your experience. Contact Shop Training. How the portrayal of women in advertising affect brand perception and behaviour September 19, Forgotten password? Get the very latest news and insight from Campaign with unrestricted access to campaignlive. Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Six stereotypes of women in advertising Domestic obsessive Example: Shake n vac Description: Unnaturally energised by issues to do with home, often cleaning. Aspirational, unattainable ideal The fraught juggler Example: Asda's controversial Christmas ad Description: Busy working mum with too much to do.
Advertising Marketing. Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered? So we sell her cosmetics, fragrances, and sexy-looking clothes to help her snag a husband, move into that little white house in the suburbs, and start the cycle all over again. Both are shown as dependent on men and receiving their social identity not in themselves, but through men.
Housework is rarely viewed for what it is: a necessary task that is performed in order to make the family comfortable. On the one hand, there was very little change in the roles that women played in advertisements at all.
Women still continued to be portrayed as homemakers and sexual objects. A University of Michigan study from the early 80s found that sexual stereotyping did not change at all from to
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