Gender Issues in Marketing University Prep January 2005.

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Presentation transcript:

Gender Issues in Marketing University Prep January 2005

Gender Differences?

Why So Thin? Whitney Houston Calista Flockhart Kate Moss

Has Advertising’s Portrayal of Women Changed over Time? Reviewed print ads in McCall From 1905 to 1985 Compared the body weight of the women in the ads to a scale Graphed the results to observe the trend

Body Weight Scale

Society’s View of Women

Body Weight Scale

Does Media Cause Desire to be Thin?

College Students Attitudes toward Body Shapes

Do Women Discriminate Against Men?

Yes!! Elementary school children – assigned “scared”, “weak” to short men & –Strong, handsome & smart to tall men –Short men also considered dumb, yucky and having no friends Adult Women’s Dating Decisions –Rejected shorter men –Even when described as doctor, best-selling author, champion skier, or millionaire venture capitalist –Rejected taller men –Only when described as criminals, murderers or child molesters

Transformers - Real Baby

M&Ms

Sweet Secrets

Jordache

Kids Ads Advertising to Boys –Stress competition & winning –Focus on physical & spatial skills –Independence Advertising to Girls –Stress cooperation –Sensitivity to others –Adult approval –Physical appearances

Styling Counts 