SOCIETY, CULTURE AND GENDER IDENTITY An important aspect of human development is our perception of ourselves in terms of personal identity.

For this assignment the specific area is the development of our identity and social perceptions regarding gender, male-masculine vs. female/feminine behaviors and sex roles. Psychologists would agree that family, community and society influence the formation of these components for everyone. Advertisements are one avenue of persuasion and messages for development of gender identity, sex roles and social perceptions. The focus of this assignment is on print advertisements and how they relate to the above concepts. DIRECTIONS: (1)Select two recent (last 12 months) magazines, one targeted to men and one targeted to women from the list provided here. These are the only magazines that can be used for this assignment. (2)You will review the ads of each magazine in their entirety and record your findings in terms of the types of advertisements and products contained in each one. Using the coding categories found on page 2, you will add up the advertisements you find that fall into a specific category using the chart on page 3. A miscellaneous category is provided and you may also note any other relevant findings that you discover. You must include the chart with your paper it is the numerical support for your discussion. You should be attentive to the different types of products, images and symbols that you find in each, (e.g., both magazines could have similar numbers of auto ads but the types of cars advertised and images used may be quite different). Consider what the people in the

Dr. Karen Gunn Psychology 1 CRITIQUE

ads are wearing, how they are posed, facial expressions.

CODING CATEGORIES: Alcohol Beer, wine, liquor, liqueurs, alcoholic beverage mixes Apparel Clothing, shoes, glasses, wallets, belts, ties, handbags, watches, jewelry Automotive Cars, trucks, vans, motorcycles, SUVs, parts, services Beauty/Personal Care Cosmetics, hair products, lotions, toothpastes, hygiene, cologne/perfume, deodorants, breath fresheners, tanning Child and Baby Care diapers, formula, food, toys, books, car seats Cleaning Household cleaning products such as polish, detergents, cleaners, mops/brooms, vacuums, softeners Crafts/Collectibles hobby-related products (collectors items, dolls, stamps, coins, figurines, hobby tools (kits, supplies) Electronic Products computers, printers, hand-held devices, phones, televisions, stereo, MP3s/iPods Financial Services - investment/financial, real estate, consultant, tax preparation Food and Nonalcoholic beverages - Prepared or restaurant foods, groceries, bottled water, energy drinks
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Home renovation furniture, appliances, flooring, cabinets, fixtures

Medications/Supplements pain relievers, cold medicines, vitamins or other supplements, weight control, antidepressants, enhancements, medical prescriptions (diabetes, ED, cholesterol) Sporting and Outdoor equipment exercise, camping, bicycles, roller blades, exercise machines/weights, programs Tobacco products cigarettes, cigars, chewing tobacco, accessories (pipes, etc.) PRODUCTS Alcohol Apparel Automotive Beauty/Personal Child/Baby Care Cleaning Crafts Electronic Financial Food/Nonalcoholic Home Renovation Medications/Supplem ents Sports/Outdoors Tobacco Miscellaneous WOMENS MAGAZINE MENS MAGAZINE

FOCUS FOR YOUR ANALYSIS AND DISCUSSION Address each of the three questions and issues listed below. I. Based on your data (i.e., number and types of advertisement in each magazine, comparison between the two types of magazines), discuss what you think are the cultural expectations of women and men as depicted in the advertisements. What viewpoints, expectations and stereotypes regarding men and women are illustrated in the ads? Which theories or concepts from our textbook and discussions are relevant or help to explain your answer? [Consider this. Williams and Best (90) found great agreement across 30 different cultures that stereotypes of men include: adventurous, dominant, independent, strong; for women: dependent, emotional, sensitive, weak. Our textbook discusses and defines stereotypes] II. To what extent do you believe these media messages shape gender identity, role expectations and social perceptions in our society? Is the outcome a positive one in your viewpoint? If so, in what way? If not, why not? How might ads affect what we consider attractive? Explain yourself and your perspective. III. What do you think we should do or change about advertisements, if anything? Why? What principles of psychology are relevant to your opinion? Potentially relevant ideas from our textbook include:
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Chapter 5 Chapter 6

Sex differences Identity Formation Social or observational Learning Shaping Vicarious reinforcement Eating Disorders

Chapter 13

Interpersonal Attraction Social Perceptions Stereotypes and Attitude Formation/Change Persuasion Conformity FORMAT: (Minimum) 2 3 PAGES Typed Chart included as an Attachment References used (e.g., textbook) ACCEPTABLE MAGAZINE LIST MENS WOMENS Mens Vogue Essence Mens Fitness Womans World Mens Health Cosmopolitan MAXIM International Womens Health FHM Allure Details SELF Muscle and Fitness Good Housekeeping Esquire Vogue FAME W HOMBRE O Ebony Latina Style GQ International Ebony Black Man Black Womens Health
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SAM Magazine

Ms. Magazine Latina Online

Reference: Williams, J., & Best, D. (1990). Measuring sex stereotypes: A thirty nation study (rev. ed.). Newbury Park, CA. Sage Publications