Sexist or Not?

Negin Daneshfar

May 15, 2016

 

 

Gender Advertising

 

Advertisements are placed in magazines, television and across the web with the

 

average individual viewing various different forms of media a day. For example,

 

observing the two advertisements of ketchup found on the web, both show differences

 

regarding the product. The advertisement displays a woman holding a snap-on ketchup

 

container with an expression of awe and amazement. At the bottom of the advertisement,

 

footnote says “You mean a woman can open it?” while the other advertisement shows a

 

container of Heinz with a bigger font in text and slogan, “No other ketchup tastes like

 

Heinz!” The two ads have differences regarding the particular audience targeted, different

 

feelings regarding the product and gender differences through gender advertising

 

portrayals within settings, ranking, age and status.

 

In terms of demographics, particularly sex targeting the particular audience of

 

women in context with the first ad versus the other ad that integrates the brand of the

 

product, Heinz ketchup. Also, the two texts in the ads are composed with the underlining

 

of woman and tastes. The second ad mentioned, font is large, adding that ‘tastes’, which

 

is expressed big in the color red represents the ketchup’s same color, persuasively selling

 

the product through the repetition of the brands name and color. This ad as well as the

 

other ad, stimulates the public viewer’s feelings in display within color, and text font’s,

 

context and size. The second ad conveys the attempt to buy the publics attention through

 

Daneshfar 2

 

the product’s slogan rather the other uses the image of a consumer taking up most of the

 

page and utilizing the product. This ad goes to buy the targeted audiences attention.

 

Therefore, in regards to the product, the ad correlates within context of the particular

 

audience targeted in display and in text used for the commodities of particularly women

 

to consume.

 

Gender advertising portray sex differences within setting, ranking, age and status.

 

The first ad, displays a woman in a domestic setting, cooking in a household

 

environment. Age differences portrayed in the ad depict a young woman in appearances

 

to glamorized hair, makeup and nails. Women model product types of food, and

 

household appliances. The woman holding the snap-on ketchup slightly seems as if she’s

 

about to open it, signifying a sense of reliance in the product’s hefty tool. These gender

 

advertising portrayals send messages that generalizes behaviors and actions in particular

 

publics of demographics included not only sex, but race, and class.

 

In conclusion, the two ads have differences regarding the particular audience

 

targeted, different feelings regarding the product and gender differences through gender

 

advertising portrayals within settings, ranking, age and status. The media portrayals of

 

women and men have social influences from media through gender differences and roles,

 

because the consumption of media that’s viewed almost everyday takes part in the

 

socialization process. Depending on social categories, such as sex, race and class media

 

messages and advertisements resonates differently into messages.

 

 

 

 

 

 

 

 

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