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Masculinity in Advertising

Masculinity in Advertising. Natalie Netter Brynn Murphy Allison O’Connor. Agenda. Overall topic Hypothesis Data presentation Inferences Conflicting Responses Future Study. Overall Topic.

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Masculinity in Advertising

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  1. Masculinity in Advertising Natalie Netter Brynn Murphy Allison O’Connor

  2. Agenda Overall topic Hypothesis Data presentation Inferences Conflicting Responses Future Study

  3. Overall Topic Brands like AXE, Old Spice, and Clear Men typically use overtly masculine commercials to advertise their products Women are often featured fawning over the men in these commercials Clear Men commercial televised during 2013 Super Bowl indicates this form of advertising is becoming more widespread Do ad campaigns that put men in an overtly masculine light tend to appeal more to men or women?

  4. Overtly Masculine Ads Clear Men commercial, Super Bowl 2013: http://www.youtube.com/watch?v=irnlFmuIIwg Old Spice Poker Face New Hawkridge commercial: http://www.youtube.com/watch?v=AdNOWSmrQ6o

  5. Hypothesis We believe these overtly masculine ads are slightly demeaning towards women; therefore, we believe these types of advertisments are geared more towards men.

  6. Demographics Gender Breakdown: Age Breakdown: Male: 34% Female: 66%

  7. Data Has this display of flattery within these ads ever influenced you to buy one of these products for yourself or for someone else?

  8. Data The overtly masculine men within these ads tend to attract many women. On a scale of 1 to 5, how realistic is this representation?

  9. Data In the real world, how do you believe women react to the men who wear these products that are advertised in an overtly masculine light? Top Response: “They think they’re douchebags” or “Women think these men are trying too hard” Second Response: “Women like men who smell good so they react favorably” Third Response: “If they don’t look good, it doesn’t matter what they smell like”

  10. Data Do you believe that masculinity in advertisements is geared more towards men or women? Men responded: Women responded:

  11. Data Do you believe the image of women fawning over a man makes the man more desirable?

  12. Data Do you feel personally offended when a company displays women fawning a man in its advertising?

  13. Inferences A majority of the men and women surveyed are not influenced to buy these products after seeing the ads Both men and women believe the nature of masculinity presented in these ads is unrealistic Both men and women believe these ads are geared toward men over women The image of women fawning over a man is not necessarily desirable Women find these ads more offensive than men

  14. Conflicting Responses Do you believe that this type of advertising is appropriate to sell hygiene products? How else do you believe these hygienic products could be advertised? “I don’t mind them; I think they’re funny and meant to be that way.” “The ads could be classier, but I think it’s a challenge to sell these products without using sex.” “Sex sells.” “I like them the way they are.” “Despite how unrealistic it might be, it's still an effective advertising technique.”

  15. Future Study How do men and women’s reactions to these ads affect product sales? Include homosexuality factor Reach out to a younger demographic Look at past sales trends Implement qualitative research methods

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