Gender

Depiction of men and women in advertising

The way marketers create campaigns for specific products has developed significantly through research into sex-types, and it is apparent that relevant message content appealing to gender social roles influences consumers more. Society has created goals that are typically male or female, agentic and communal, and expects each role to apply these goals in life.  Agentic goals are stereotypically male, where self assertion and mastery are traits, whereas communal (female) considered to foster harmonious relationships (Solomon, 2010). For example, women are more likely than men to elaborate on certain message cues that require limited attention and also make greater use of these cues to render a judgement (Myers-Levy et al., 1991). However, according to 'She-conomy' (2009), only 3% of advertising creative directors are women, and, astonishingly, 71% of women feel they are only targeted for beauty and cleaning products.

The above video is a chocolate advert from the 1990's, starring a woman on a train who is given a 'Secret' chocolate bar to look after by a mysterious gentleman, with the storyline carrying links to an Agatha Christie novel; Murder on the Orient Express. The setting is on a luxurious train and with danger and romance adding character to the scene it is obvious that the intended audience is women. With the use of music, clothes and script, a scene can be developed where the female character is portrayed as sexy, smart and an important role in the story.

Appealing to the male audience is a completely different kettle of fish! With a male's receptiveness being less than a woman's it is not a surprise that the same statement can be applied to advertisement (Market Leader, 2009). The Heineken advert below emphasises the difference between the gender roles and plays it's message via simplistic humour to enhance desirability of the drink (Marketing Week, 2010).



In general, male orientated adverts seem to be devoid of emotional depth and hidden innuendo's and contain only one or two features (Moss, 2009). Plain colours, dominant, powerful language helping men to create decisions based on partially digested information and "content without clear benefit is regarded as a waste of time" (Euro Effies on WARC, 2009).

A hidden, almost secretive, message lies behind many female advertisements, to help continue the illusion of women being mysterious creatures. Colours like pink, peach, white and purples infuse the marketing communications with feelings of freedom and glamour. The text tends to be minimal, but voice overs create stories that women relate or inspire to.

Below are some more examples of gender orientated campaigns:

Male:



Female:

Androgynous: