Sociology 2172A/B Chapter Notes - Chapter 1: Intuit, Sex In Advertising, Cultural Revolution

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

Men and women create different meanings from the advertisements they see. In 1940s, women were 20% of workforce now close to 50: now less 2 parent families, worldwide, 70% of women work outside the home. Women increased power as consuers: purchase/influence 85% of consumer goods 91% of houses and 65% of cars, start 70% of new businesses, control 65% of global spending. Men look directly at primary message whereas women evaluate primary message, pick up clues from message, and weave together threads to intuit and infer the inner meaning of the message. Men make decisions more quickly and think linearly: task oriented focus. Women process information through music, visuals, voice-over, etc: evaluate and weigh options, more corpartmentalized. Incremental reasoning: think in terms of interrelate factors. Men respond positively to male imagery and women respond positively to female imagery. Women respond to masculi(cid:374)e produ(cid:272)ts, (cid:373)e(cid:374) do(cid:374)"t respo(cid:374)d to fe(cid:373)i(cid:374)i(cid:374)e produ(cid:272)ts.