Sociology 2172A/B Chapter Notes - Chapter 14: Westernization, Gender Role, Physical Attractiveness
19 Jul 2020
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Gender and advertising: how gender shapes meaning - kim. Various fields involved in advertising use the idea that men and women are different in order to develop stories, create conflict, and provide persuasive imagery. Men and women bring different perspectives to advertising. Includes 91% of new homes, and 65% of all cars: women control 65% of global spending, women start 70% of new businesses. Gender and information processing: men, look directly at primary message of ad, ex. Buy _____ and you will be more popular : evaluate and weigh various sources to process the message and determine next steps, less task-oriented. Gender and stereotypes: role portrayals onto aspects of these roles/values, multiple societal roles for both men and women, ex. Mothers spend on average 3 more hours than fathers do on play professionally, men on the other hand see themselves as athletes professional or not: ex. Jc penney and philadelphia show men taking care of kids and doing housework: ex.
