Gender specific advertising

1. Wednesday, November 24 Gender specific advertising

2. Males in Advertising • There are few products that are exclusively marketed to males today. • Some colognes, some magazines, and a few others are marketed to men, but not exclusively. • Examples?

3. Females in Advetising • There are, however, many products that are marketed exclusively to women. • Examples?

4. Gender in Advertising • Women have adopted many formerly masculine products, whereas men have not adopted many female products. • Changing gender roles have been recognized by many successful businesses. • Products that were formerly targeted at females (detergents, food products, etc.) or males (cars, power tools, sporting equipment) are being successfully marketed to both genders.

5. Using Gender in Advertising Certain principals in advertising underpin our understanding of the terms “male” or “female”. Apart from physical appearance, certain attributes canbe associated with males and females: ‘Male’ Gender Traits • Independent • Insensitive • Rough • Aggressive • Nasty • Competitive ‘Female’ Gender Traits • Dependent • Sensitive • Gentle • Nice • Placid • Co-operative

6. Using Gender • Many products, like jeans and shoes, are worn by both genders. • Nonetheless, businesses that sell jeans and shoes still distinguish between their men’s and women’s product lines.