Gender

(Solomon2006)

Sexual identity is a very important component of a consumer’s self-concept. People often conform to their culture’s expectations about now those of their gender should act, dress, speak and so on.

Of course, there guidelines change over time, and they can differ radically across societies. Some societies are highly dichotomized, with little tolerance for deviation from gender norms. In other societies this is not the case, and greater freedom in behavior, including behavior stemming from sexual orientation, is allowed. In certain societies, lip-service is paid to gender equality, but inequalities are just under the surface; in others, there is greater sharing of power, of resources and decision-making. To the extent that our culture is everything that we learn, the virtually all aspects of the consumption process must be affected by culture. It is not always clear to what extent sex differences are innate rather that culturally shaped – but they’re certainly evident in many consumption decisions.

Gender roles for women are changing rapidly. Social changes, such as the dramatic increase in the proportion of women in waged work, have led to an upheaval in the way women are regarded by men, the way they regard themselves and in the products they choose to buy. Modern women now play a greater role in decisions regarding traditionally men purchases. For example more than 6 per cent of new car buyers under the age of 50 are female, and women even but almost half of all condoms sold.

“Cheesecake “

Attitudes about female sex roles changes remarkably during the twentieth century. Still, women continue to be depicted by advertisers and the media in stereotypical ways.
Analyses of ads in such magazines as Time, Newsweek, Playboy have shown that the large majority of women included were presented as sex objects ( so-called cheesecakes ads) or in traditional roles.

Women are often portrayed as stupid, submissive, temperamental, or as sexual objects who exist solely for the pleasure of men.

Although women continue to be depicted in traditional roles, this situation is changing as advertisers scramble to catch up with reality. For example, the highly successful Dove Real beauty campaign has significantly changed women’s perceptions of what is ‘beautiful’, particularly with respect to the notion of beauty and natural ageing. The campaign shows women in various roles, and at varying ages, and the notion of ‘beauty’ is central to the discussion. Women are now as likely as men to be central characters in television commercials. But while males are increasingly depicted as spouses and partents, women are still more likely than men to be seen in domestic settings.

While the traditional conception of the ideal male as a tough, aggressive, muscular man who enjoys ‘manly’ sports and activities is not dead, society’s definition of the male role is evolving. Men in the late 1990’s were allowed to be more compassionate and to have close friendships with other men. In contrast to the depiction of macho men who do not show feelings, some marketers were promoting men’s sensitive’ side. An emphasis on male bonding was the centrepiece of many of many campaigns, especially for beers.

example of ads

http://www.youtube.com/watch?v=gPzOCT9CEzk&feature=related




http://www.youtube.com/watch?v=-pgA8Z7lFVE

Gay and lesbian consumers

Calvin Klein ad.

Gay and lesbian consumers are still ignored by marketers. This situation is slowly changing in recent years.

In 1994 Ikea released first Ikea ad directed to gays. This took place in the United States but because of the threat of a bomb in a shop, spot quickly disappeared from television screens. Remember that it is already past, and according to latest research countries annually spend more than 207 million on ads targeting sexual minorities.





Personal brain score:





Despite all the differences between the sexes, both women and men have one thing common.
The same reactions at the sight of something they secretly wish to have.

http://www.youtube.com/watch?v=S1ZZreXEqSY