Module 4 Gender & Advertising

Question 1

Feminism (1970s)

Answer 1

ads were demeaning, stereotypical images images of women; movement looking for equal respect of men

Question 2

Advertising (1970s)

Answer 2

less idiot housewives and more professional depictions; mother-in-law misogynistic images of mother-in-laws virtually disappeared; anxiety and vulnerabilities of everyone were targeted

Question 3

Global Darwinism

Answer 3

Capitalism became predatory (survival of the fittest) with big companies targeting and buying out small, new businesses to target and promote new products to new consumers by using gendered mythology

Question 4

Women’s Movement Effect on Marketing

Answer 4

marketing took a hit on household related item and to make up for losses, gender and marital status were ignored and vulnerabilities of all races, gender, and ages groups were exposed to make profits.

Question 5

Advertising (1980s)

Answer 5

advertising created a world that was built on youth and conventional beauty; older adults not featured

Question 6

Advertising (1990s)

Answer 6

baby boomers aged and feared retirees were sucking up hard-earned taxpayer dollars; fear was cultivated by ads for ways to plan on spending retirement money on pharmaceuticals and other things

Question 7

Targeted Advertising

Answer 7

all genders, races, ages are being sexualized, targeted for vulnerabilities and are shown fears they should have

Question 8

Attitude is Everything

Answer 8

Geared towards young men; flaunting authority to being a rebel, ‘attitude’ packaged as cool, desirable male traits; promotes ‘in-you-face’ behavior with depictions of a mean/nasty world where vigilante is means of survival

Question 9

Cave Man Mentality

Answer 9

uses violent male icons/heroes from history to demonstrate masculinity (pirates, cowboys, romans, warriors) with the message that men have always been brutal/aggressive and that will not change; women are to be dominated

Question 10

New Warriors

Answer 10

targets young boys & adolescent males; ads use military/sports to enhance ‘manliness’ of product by adding guns & weapons/gear; violence is seen as cool, suave, acceptable (beers, running shoes)

Question 11

Muscles & the Ideal Man

Answer 11

rippling, muscular body is associated with images of ideal men; violent power; size/strength are valued by men across racial/class barriers; ads associate dominance and control with product (abstract forms of power = cars/finances)

Question 12

Heroic Masculinity

Answer 12

heroic = violent; by-product of Hollywood action movie promotions; often includes most violent/sexual scenes with glamorized forms of violent masculinity; guns signify the power of male characters

Question 13

Reaganomics

Answer 13

Ronald Reagan’s economic policies, dubbed “Reaganomics” by opponents, included large tax cuts and were characterized as trickle-down economics.

Question 14

trickle-down economics

Answer 14

The trickle-down theory states that tax breaks and benefits for corporations and the wealthy will trickle down to everyone else. Trickle-down economics involves less regulation and tax cuts for those in high-income tax brackets as well as corporations.

Question 15

Ideal Masculinity

Answer 15

Traits traditionally viewed as masculine in Western society include strength, courage, independence, leadership, and assertiveness.

Question 16

Irony

Answer 16

the expression of one’s meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect.

Question 17

Postfeminist

Answer 17

a term used to describe a societal perception that many or all of the goals of feminism have already been achieved

Question 18

Lipstick Lesbian

Answer 18

In popular usage, the term is also used to characterize the feminine gender expression of bisexual women, or the broader topic of female–female sexual activity among feminine women.

Question 19

Symbolic Annihilation

Answer 19

a term first used by George Gerbner in 1976 to describe the absence of representation, or underrepresentation, of some group of people in the media (often based on their race, sex, sexual orientation, socio-economic status)

Question 20

Imaginary Indian

Answer 20

revealing history of the “Indian” image mythologized by popular Canadian culture since 1850, propagating stereotypes that exist to this day

Question 21

Gay Window Strategy

Answer 21

operates on the assumption that the social and cultural constitution of viewers, such as class, age, gender, personal history, and for gay window advertising particularly, sexuality, affects the reading and pleasure of a text