ENDORSEMENTS

Gender through advertising.

Carolina Murillo, Payal Patel, Surpiya Narula

MARKETING TOOLS

What is an endorsement?• Promoting pitch for a product/service; commonly

associated with paid celebrities

What is testimonial?• Person's written or spoken statement praising a certain

product; sales pitch by ordinary citizen

Vintage Adsa blast from the past…

In vintage 50s & 60s ads, women were seen as unintelligent and dependent.Their only job was to take care of the kids, the house, and their husbands. In ads they were seen with only household appliances & Men ridiculed or exposed their flaws.

Modern ADS the provocative present…

Sex sells and boy does it grab people attention. Men are machos and Women are their sex muse. Women are overexposed to grab attention. Ad is usually targeted towards men through alcohol and women

Female Homemaker

When people think of an advertisement for a household product, what comes to mind??

A Woman Researchers called it the “happy housewife” stereotype. This is a stereotype that has been associated with the image of women in most print and television advertisements usually cleaning or taking care of the kids.

Women in ads: Febreze Female Homemaker

Tone: rationalMessage: Moms can keep their house not just clean but FRESH!

Women in ads: SwifferFemale Homemaker

Tone: HumorMessage: Mom can break up with her old mop because she found a new love, Mr. Swiffer

Marketing the Male Homemaker

Men the old perception:

Professionals who expected to come home from work to a clean house, perfect kids, and a hot meal. • Message in ads: useless in the kitchen, incapable of washing a load of

laundry right, the creators of mess not the cleaners.• Focus: beer, women, sports

Men the new perception

Professionals who are expected to come home from work and pitch in around the house.• Message in ads: they are just as capable to cook, wash, clean and take

care of kids. They don’t lose their masculinity rather they gain power • Focus; diapers, detergent, and family

Men in ads: HuggiesThe Homemaker

Tone: HumorMessage: Dads may not be the experts but they certainly are up to the challenge!

Men in ads: TideThe homemaker

Tone: EmotionalMessage: Men can show a softer/nurturing role in their sons lives.

The Evolution of Female Advertising

• After decades of pitching products to women in fantasies where every bathroom sparkles and every detergent cleans whiter than white, American companies are beginning to do an advertising about-face.

• Instead of scrubbing kitchen floors on their hands and knees, women in today's print and television ads hold full-time jobs, choose day-care and, sometimes, take care of their families without any visible support from a man.

• In addition over the past few decades women have moved from:

Homemaker Sex Object Professional

Women in ads: Burger KingThe Female Professional

Campaign: “Real People, Real Success”

Tone: Motivational

Message: More women & minorities can be successful employees & professionals!

Men In ads: DKNYMale Professional

Tone: ProfessionalMessage: Men own the suits, the city and their professions. Always dapper inside and out of the office.

CASE STUDY….

WHAT AM I ENDORSING???

Survey Say:1. Suitcase2. Laptop case

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WHAT AM I ENDORSING???

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Survey Says:1. Perfume2. Lotion3. Make up

What am I endorsing???

Survey Says:1. Beauty Product2. Cleaning item3. Clothing item

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What am I ENDORSING???

Survey Say:1. Lipstick2. Mascara3. Make-up

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Media Influence on Consumer Perception

Marketers weave media that cloud our consciousness with stereotypical depictions and subliminal messages.

Themes in media are pervasive and powerful enough to influence how we view things

Marketing has a huge influence on consumer perception of men and women & their roles in society.

THE END….