SOSC 1000 Lecture Notes - Lecture 8: Gender Identity, Subliminal Stimuli, Masculinity

• School: York University
• Department: Social Science
• Course: SOSC 1000
• Professor: Tanja Juric

Document Summary

Problem: it contributes to limiting potential choices of who consumes products, and reiterates certain stereotypes through repetitive language. Girls are encouraged to be gorgeous and fabulous, while boys are encouraged to be smart and clever . Ex = higher priced razors for women than razors for men, and different language used in the packaging for male vs female products, and difference in the colours used. Marketers are creating and expanding new markets. Marketers use gender to expand their markets. Id is a feature of target markets. Appeal to identity, values etc of the target market. It helps male marketers understand/reach female consumers. It assumes that these male marketers do not have opportunities to connect with females in their every-day life. Early consumer research equates sex differences with gender. It suggests that men and women are fundamentally/essentially different. It bases this difference on biology (genitalia at birth) It assumes that all women are essentially the same.