Advertising is a powerful source, one which some people believe we are all controlled by, and in some sense we are as no matter who we are and what we think at some point or another we will all probably buy or do something as a direct or indirect result of an advert.
Advertising aimed at a particular gender is also one of heated debate, there are many things that have been advertised for men that most women would also buy, the prime example being Yorkie chocolate. Also the portrayal of the sexes within advertising is also something of debate, as a lot advertising relies on stereotypes or cliches to get the message across quickly this can come across as patronizing or insulting to both or either gender.
Here is a quick look at some conventional and not so conventional adverts aimed at men in particular:
Yorkie Chocolate Bar - "It's not for girls!"
Chocolate is often considered a feminine product and guys who like chocolate are often seen as slightly feminine for doing so. Nestle turned this around with their ad campaign for Yorkie aiming it men instead by giving it a very stereotypical masculine association's, and also by presenting it to the world as a man's chocolate that women were not allowed.
Gillette Fusion - "The best a man can get."
This ad campaign is one of the most over the top ones as far as most people are concerned, however it also ticks a lot of the boxes in making it incredibly manly. With the use of military and scientific imagery it is using the male dominated areas of society to sell the product to other men. Being clean shaven hasn't been the most stereotypical view of manliness over the years, but in todays world a man is seen as more of one by looking after his appearance. As this apparently will secure him a career, woman and recognition.
Lynx Pulse - "The Lynx Effect"
The original Lynx Effect advert that subtlety showed the effect that the deodorant can have on woman much to the surprise and advantage of the man. It uses sex to sell in a way that is not so in your face as the later ads became with the "Bom Chicka Wah Wah" tag line where the girl would literally throw themselves at the guy just because he was wearing the Lynx product. This appeals to the average guy, one who would probably not associate himself being surrounded with beautiful girls, so its also subconsciously selling the idea of a boosted self esteem to these guys if they use that product.
Black and Decker - "Ideas At Work"
A advert that is over twenty years old now, but a good example of the stereotypical advertising that is still found today in some places. It's showing the man as the wannabe handy man around the house, but is in actual fact an overweight buffoon with a bad memory. The ad has been set up to appeal to the everyday man who will need this product to make life easier for himself, it is a way for him to act the man of the house in an easy to use convenient way. Yet by todays standard is is a very negative view of the male gender, however ads are still produced along this theme today but in a much more tongue in cheek manner.
BT HomeHub - "The More Complete Board Band Package."
This ad campagin started off with the leading man unsure of where he manged to obtain a house full of not only his new stable girlfriend but also her two kids. It has set up the idea of the 'modern family' and the 'modern man'. Not directly aimed at men, but all the ads are seen from his point of view. Its a much more positive view of men at home and at work, it shows a balanced life between family and alone time. The ad itself probably appeals to men on the basis of the BT package being easy, complete and will make his life much easier in the long run.
While looking into advertising for different genders this article came up on a random 'Google' search: Magazine Advertising and Gender. It looks at the stereotypical roles and representations of the two genders within some of the largest magazine publications aimed at each gender. It is quite interesting to see how companies like to break everything down into these stereotypes to make it simpler for them to sell across the broad market.
Now we look at adverts aimed at women, and here there are more stereotypes than that of men:
Flake - "The crumbliest, flakiest chocolate."
OLD and NEW and Weird
The ad campaign is one of much debate as to who it is actually aimed at. Ideally I think Cadbury were trying to show that chocolate is a womans pleasure, something for her and her alone to enjoy in her own quiet sensual moment, as there was nothing more like being a woman than enjoying that chocolate. However the images that are portrayed in the ads verge on soft porn for teenage boys as during the 80's the ads did seem to push the boundaries as to what is acceptable. Todays version portrays women in a much better light, as like it or hate it the idea that a busy career driven woman still has time to enjoy a bit of chocolate is a bit more of a positive role to portray than the sensual versions. However the ad is almost lost as the product is not seen at all during the ad and is going into realms of obsucre (like a lot of Cadbury's ads now.) Also the last odd one linked to was not one that ran for a very long time, yet again taking advantage of a stereotype about a woman always being late and 'washing her hair' it verges into the surreal that a woman's happiness is a separate entity that is there for company and a reminder that she should put herself first and has to obey her need for happiness now and then.
Sheela's Wheels - "For bonzer car insurance deals, girls get onto Sheela's Wheels."
An company that is actually discriminatory, and insulting and yet complimenting to women at the same time. Women are seen as bad drivers by society however they are statistically less likely to claim on their insurance due to an accident. So companies such as this and 'Diamond' have arisen to take advantage of this market that will pay into insurance, but not require the need to claim on it as often. This ad takes everything overtly girly into one, the hair, the makeup, the car and the use of far too much pink makes this an overtly and very obvious feminine advert.
Think Bingo - "Have you played today?"
Yet more pink can be seen in this ad due to the yet again feminine association with the colour. At what may appear at first as a cheesy take on women, it actually appears to be trying to appeal to the average housewife/woman who likes to chat and the company are suggesting that their bingo site be the place that they should be on to do that. Not having particularly beautiful women in the ad just mucking about will ensure that the company appeals to the ordinary woman so they did not feel intimidated when using the site, that there will be people just like them on their as they are in the ad.
Gillette Venus - "Reveal the Goddess in you."
Gillette always being a company to take advertising their product to the extreme as seen with their male version have done it again when advertising their feminine care product. Portraying a much more positive view of the modern woman as being a strong, versatile and one of many sides to her they appeal to the vanity in every woman to look and feel good. Their product is the best way to go about that, as when a woman as freshly shaved legs she feels like a goddess, which is somewhat playing into the view that a truly beautiful woman is hairless and sleek like the Greek statues of beauty.
Tampax Fresh - "The flower power tampon."
Feminine products are obviously only aimed at women, it is however interesting to see the ways in which they are advertised. Tampax has always gone down the route to show how their product can make a very embarrassing, awkward, uncomfortable and painful time of the month a womans period can be, into something that is not as bad and will 'be a breeze' if they use this product. This advert also has a very 60's theme to it and plays on the liberation of women at that time to sell their product as something that can liberate you from an otherwise oppressive time in which you cannot escape what is happening to your body.
Vanish - "Trust Pink, Forget Stains."
There are many adverts for home care products that are either directly or indirectly aimed at women. Vanish has been one that has run for a long time, mainly as an aid to reducing the stains produced by children and busy lifestyles on clothing and other such fabric items. The use of pink again can bring about a negative image as men are less likely to use and buy the product for fear of appearing 'house trained' or 'feminine'. It does go to promote a way for a woman to do the chores that are usually designated for her in a more efficient way, therefore possibly allowing her more time to do other things, but that may be reading into it a little too much.
It has to be said there are a lot of adverts aimed directly or indirectly at women out there, as at the end of the day they are the ones who are more likely to shop and be affected by peer pressure when they are shopping. So the amount of adverts out there for or about women reflect that. Also the advertising company does rely heavily on gender types and cliches to sell products rather than getting to know their audience.
Where the games industry is concerned it is becoming a much different matter, as yes it is still a male dominated hobby, products like 'The Sims' and 'Brain Training' have a much larger female following than male. Also 'Nintendo' and 'Microsoft' have gone down the multi-age/gender/race/nationality route when advertising their new consoles to new and existing markets.
At the end of the day adverts will need some form of general identification that will either appeal or type cast each gender, as if it is something that will work in many countries it will save the company money in the long run so as not to have to make different ads for different cultures.
Advertising aimed at a particular gender is also one of heated debate, there are many things that have been advertised for men that most women would also buy, the prime example being Yorkie chocolate. Also the portrayal of the sexes within advertising is also something of debate, as a lot advertising relies on stereotypes or cliches to get the message across quickly this can come across as patronizing or insulting to both or either gender.
Here is a quick look at some conventional and not so conventional adverts aimed at men in particular:
Yorkie Chocolate Bar - "It's not for girls!"
Chocolate is often considered a feminine product and guys who like chocolate are often seen as slightly feminine for doing so. Nestle turned this around with their ad campaign for Yorkie aiming it men instead by giving it a very stereotypical masculine association's, and also by presenting it to the world as a man's chocolate that women were not allowed.
Gillette Fusion - "The best a man can get."
This ad campaign is one of the most over the top ones as far as most people are concerned, however it also ticks a lot of the boxes in making it incredibly manly. With the use of military and scientific imagery it is using the male dominated areas of society to sell the product to other men. Being clean shaven hasn't been the most stereotypical view of manliness over the years, but in todays world a man is seen as more of one by looking after his appearance. As this apparently will secure him a career, woman and recognition.
Lynx Pulse - "The Lynx Effect"
The original Lynx Effect advert that subtlety showed the effect that the deodorant can have on woman much to the surprise and advantage of the man. It uses sex to sell in a way that is not so in your face as the later ads became with the "Bom Chicka Wah Wah" tag line where the girl would literally throw themselves at the guy just because he was wearing the Lynx product. This appeals to the average guy, one who would probably not associate himself being surrounded with beautiful girls, so its also subconsciously selling the idea of a boosted self esteem to these guys if they use that product.
Black and Decker - "Ideas At Work"
A advert that is over twenty years old now, but a good example of the stereotypical advertising that is still found today in some places. It's showing the man as the wannabe handy man around the house, but is in actual fact an overweight buffoon with a bad memory. The ad has been set up to appeal to the everyday man who will need this product to make life easier for himself, it is a way for him to act the man of the house in an easy to use convenient way. Yet by todays standard is is a very negative view of the male gender, however ads are still produced along this theme today but in a much more tongue in cheek manner.
BT HomeHub - "The More Complete Board Band Package."
This ad campagin started off with the leading man unsure of where he manged to obtain a house full of not only his new stable girlfriend but also her two kids. It has set up the idea of the 'modern family' and the 'modern man'. Not directly aimed at men, but all the ads are seen from his point of view. Its a much more positive view of men at home and at work, it shows a balanced life between family and alone time. The ad itself probably appeals to men on the basis of the BT package being easy, complete and will make his life much easier in the long run.
While looking into advertising for different genders this article came up on a random 'Google' search: Magazine Advertising and Gender. It looks at the stereotypical roles and representations of the two genders within some of the largest magazine publications aimed at each gender. It is quite interesting to see how companies like to break everything down into these stereotypes to make it simpler for them to sell across the broad market.
Now we look at adverts aimed at women, and here there are more stereotypes than that of men:
Flake - "The crumbliest, flakiest chocolate."
OLD and NEW and Weird
The ad campaign is one of much debate as to who it is actually aimed at. Ideally I think Cadbury were trying to show that chocolate is a womans pleasure, something for her and her alone to enjoy in her own quiet sensual moment, as there was nothing more like being a woman than enjoying that chocolate. However the images that are portrayed in the ads verge on soft porn for teenage boys as during the 80's the ads did seem to push the boundaries as to what is acceptable. Todays version portrays women in a much better light, as like it or hate it the idea that a busy career driven woman still has time to enjoy a bit of chocolate is a bit more of a positive role to portray than the sensual versions. However the ad is almost lost as the product is not seen at all during the ad and is going into realms of obsucre (like a lot of Cadbury's ads now.) Also the last odd one linked to was not one that ran for a very long time, yet again taking advantage of a stereotype about a woman always being late and 'washing her hair' it verges into the surreal that a woman's happiness is a separate entity that is there for company and a reminder that she should put herself first and has to obey her need for happiness now and then.
Sheela's Wheels - "For bonzer car insurance deals, girls get onto Sheela's Wheels."
An company that is actually discriminatory, and insulting and yet complimenting to women at the same time. Women are seen as bad drivers by society however they are statistically less likely to claim on their insurance due to an accident. So companies such as this and 'Diamond' have arisen to take advantage of this market that will pay into insurance, but not require the need to claim on it as often. This ad takes everything overtly girly into one, the hair, the makeup, the car and the use of far too much pink makes this an overtly and very obvious feminine advert.
Think Bingo - "Have you played today?"
Yet more pink can be seen in this ad due to the yet again feminine association with the colour. At what may appear at first as a cheesy take on women, it actually appears to be trying to appeal to the average housewife/woman who likes to chat and the company are suggesting that their bingo site be the place that they should be on to do that. Not having particularly beautiful women in the ad just mucking about will ensure that the company appeals to the ordinary woman so they did not feel intimidated when using the site, that there will be people just like them on their as they are in the ad.
Gillette Venus - "Reveal the Goddess in you."
Gillette always being a company to take advertising their product to the extreme as seen with their male version have done it again when advertising their feminine care product. Portraying a much more positive view of the modern woman as being a strong, versatile and one of many sides to her they appeal to the vanity in every woman to look and feel good. Their product is the best way to go about that, as when a woman as freshly shaved legs she feels like a goddess, which is somewhat playing into the view that a truly beautiful woman is hairless and sleek like the Greek statues of beauty.
Tampax Fresh - "The flower power tampon."
Feminine products are obviously only aimed at women, it is however interesting to see the ways in which they are advertised. Tampax has always gone down the route to show how their product can make a very embarrassing, awkward, uncomfortable and painful time of the month a womans period can be, into something that is not as bad and will 'be a breeze' if they use this product. This advert also has a very 60's theme to it and plays on the liberation of women at that time to sell their product as something that can liberate you from an otherwise oppressive time in which you cannot escape what is happening to your body.
Vanish - "Trust Pink, Forget Stains."
There are many adverts for home care products that are either directly or indirectly aimed at women. Vanish has been one that has run for a long time, mainly as an aid to reducing the stains produced by children and busy lifestyles on clothing and other such fabric items. The use of pink again can bring about a negative image as men are less likely to use and buy the product for fear of appearing 'house trained' or 'feminine'. It does go to promote a way for a woman to do the chores that are usually designated for her in a more efficient way, therefore possibly allowing her more time to do other things, but that may be reading into it a little too much.
It has to be said there are a lot of adverts aimed directly or indirectly at women out there, as at the end of the day they are the ones who are more likely to shop and be affected by peer pressure when they are shopping. So the amount of adverts out there for or about women reflect that. Also the advertising company does rely heavily on gender types and cliches to sell products rather than getting to know their audience.
Where the games industry is concerned it is becoming a much different matter, as yes it is still a male dominated hobby, products like 'The Sims' and 'Brain Training' have a much larger female following than male. Also 'Nintendo' and 'Microsoft' have gone down the multi-age/gender/race/nationality route when advertising their new consoles to new and existing markets.
At the end of the day adverts will need some form of general identification that will either appeal or type cast each gender, as if it is something that will work in many countries it will save the company money in the long run so as not to have to make different ads for different cultures.
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