Sociology 2172A/B Chapter Notes - Chapter 9: Erving Goffman
2 Dec 2016
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Document Summary
Gender and advertising how gender shapes meaning. The last several decades have seen changes in the role of women in society: both as those who earn money and those who spend money. In the 1940s, women comprised about 20% of the workforce in the united states, while today that percentage reaches 50% More single parents and less two parent families. Internationally, about 70% of all working women work outside the house. Women have also increased their power as consumers: today women have substantial buying power, they buy 85% of homes, 65% of cars, and women start 90% of new businesses. Advertisers have began looking into how men and women perceive information differently. Men look directly at the primary message but they also pick up multiple clues from the message. Men and women differ in how that meaning is used: men process messages and make decisions more quickly than women do.
