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Untitled Prezi

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Elena Sora

on 25 April 2013

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Gender and consumer culture Genders and consumer behavior Gender is a social concept referring to psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and behavioral tendencies. Because gender is a pervasive filter through which individuals experience their social world, consumption activities are fundamentally gendered Reasons for gender segmentation strategies gender is easy to identify
gender segments are accessible (most media provides information)
gender segments are large and therefore profitable Biological sex or gender identity? sex refers to biologically based categories of male and female
gender is used to describe the psychological features associated with sex
gender identity refers to the personality traits of masculinity and femininity
gender role attitude refers to attitudinal differences about the roles, rights and responsibilities of women and men Bristor and Fischer (1993) Culture, Cultural differences and relational orientation Advertising and gender the adverts are carefully crafted bundles of images, frequently designed to associate the product with feelings of pleasure stemming from fantasies and anxieties (Craig)
paid for mass-media communication, and a means of managing and controlling the consumer markets at the least cost (Brierley) Stereotypical ‘male’ and ‘female’ traits ‘Male’ Gender Traits: independent,, Rational, Rough, Nasty, Brave, Insensitive, Aggressive, Competitive, Physical, Disobedient. Active, Unhappy, Assertive, Confident, Uncaring
Female’ Gender Traits: Dependent, Irrational, Gentle, Nice, Cowardly, Sensitive, Placid, Co-operative, Emotional, Obedient, Passive, Happy, Unassertive, Unconfident, Caring Gender targeting when advertisers target women they use complex, appearance related emotional appeals such as using science to ‘prove’ the benefits of a certain facelift cream
when advertisers target men, they use simple, ego gratification emotional appeals. These appeals stereotype men as internally or “self” oriented, concerned primarily with themselves Manca and Manca Gender sensitive marketing The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” CFRB website Dove Gender sensitive marketing AXE and the “Bom Chicka Wah Wah”
campaign guys can become irresistible to women by using Axe products
The Axe Campaign is a spoof of ‘mating game’ and men’s desire to get noticed by women
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