GENDERED ADVERTISING

WHAT IS A STEREOTYPE?

A stereotype is an A stereotype can be

idea or set of based on a persons
characteristics that characteristics, including:
a lot of people believe Gender, race, culture,
represent a particular age, interests and
type of person or thing. occupation.
 Stereotypes can be misguided
and incorrect.

THE PROBLEM Stereotypes do not represent

WITH the individuality between people
within a group.
STEREOTYPES
Stereotypes are often offensive.
HOW DO ADVERTISERS TARGET A SPECIFIC
GENDER?
ESSEX LITTER CAMPAIGN
Are these advertisements targeting a gender?
How are these advertisements targeting a gender?
What gendered stereotypes are being promoted in these
advertisements?
 Market Segmentation:
• Dividing consumers up
into smaller groups and
targeting them with
products ‘especially’ for
those groups is good for
business.
• When advertisers split
products into, ‘for her’ and
‘for him’ ranges, they can
sell more versions of the
same thing.
WHY DO ADVERTISERS USE
GENDER STEREOTYPES?
WHY DO ADVERTISERS USE GENDER
STEREOTYPES?

Create Desire:
• Advertisements present a specific set of physical and behavioural
characteristics held by the ‘perfect’ man and woman.
• Advertisers attempt to convince consumers that this ‘perfect’ male
and female standard can be achieved if consumers purchase the
products and services being promoted by the advertisement.
WHAT AFFECT DOES STEREOTYPING AND
GENDERED ADVERTISING HAVE?
•Gender stereotypes can lead us to have a narrower sense of ourselves: how
we can behave, who we can be, the opportunities we can take, the decisions
we can make and how we should look.
•Gender stereotypes can lead other people to have a narrower sense of our
abilities too.
•Advertisers convince consumers that the ‘normal beauty standard’ is defined
by how models look in advertisements.
•This standard is unrealistic and unattainable.
•People can develop low self esteems and a negative body image.
IMPORTANT POINTS TO TAKE AWAY…
1. Advertisers use gender stereotypes to segment the market and increase
desire for their products and services.
2. We are all individuals with different interests, emotions and appearances.
3. Stereotypes are destructive because they can limit our potential.
4. Beauty is an abstract noun.
QUESTION TIME:
In pairs or individually:
1. What is the target gender for this advert?
2. What advertising techniques have been used to
target this gender?
3. Can you see any stereotypes in this advert?