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Lecture 4

WGSST 2230 Lecture 4: Week 4 - Ads, Sexism


Department
Women's, Gender&Sexuality Sts
Course Code
WGSST 2230
Professor
Denise Delgado
Lecture
4

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Top 6 are US, Japan, China, Germany, UK, Brazil
i.
US have 3x that of next country
ii.
Companies spent $503 billion on ads in 2013
a.
49.9% and 38.4% of men and women believe info from television
b.
The more you see the product, the more trustworthy you find it
i.
c.
78% of consumers admit social media influenced a purchase
i.
Facebook, Twitter, social media is fastest growing ad market
d.
Americans in cities see an average of 3,000
-
5,000 ads a day
e.
Some advertising statistics
I.
Women are responsible for 85% of purchases
a.
Women purchase over 50% of "male" products
b.
75% of women are primary shoppers for household
c.
50% of women shop green
d.
Women are more likely to research and shop online
e.
Women and Advertising
II.
Woman's place is in the home
-
always shown cleaning and cooking
i.
Are dependent on and need men's protection
ii.
Almost always sexually available and associated with sec in ads on just about every
subject
iii.
69% of women look to magazines and celebrities for body shape
iv.
More likely to be unhappy with body after seeing ads
v.
44% of women that are average/underweight believe they are overweight
vi.
Average = 5'4, 140 lbs; Model = 5'11, 117 lbs
vii.
Women:
a.
Must always be masculine
i.
Incapable of taking care of home
ii.
Most likely to play scientists, experts, doctors, etc.
iii.
Men:
b.
What ads tell men and women
III.
Portrayed as unskilled laborers 95% of the time
i.
In the 40s and 50s, African Americans and Latinos were in less than 1% of ads
a.
Ads still racially segregated
i.
Continue to play subordinate position
ii.
While they are now portrayed more often, they are still underrepresented
b.
Race and Advertising
IV.
Should pay attention to positions of characters
a.
Men being clothed while women partially nude
b.
People of color in subordinate position
c.
Camera looking up skirt or down blouse
d.
What roles are people playing? Who is shown as being knowledgeable?
e.
Most couples are straight
f.
Most families are all the same race, despite increasing numbers of mixed families
g.
Almost all are middle to upper class
h.
Purchasing goods associated with happiness
i.
Some things to look for
V.
Part of the American Dream is the belief that you can do anything or be anything in the US;
a.
American Dream, Cont.
VI.
The Power of ads and what they tell us
Week 4
-
Ads, Sexism, American Dream
Sunday, September 18, 2016 09:16
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