Gender In Advertising

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When it comes to gender and advertising, there are very few products that are unisex. There are often male and female deodorants, clothing, shoes, hair products and that’s only to name a few. According to course content companies use gender as a marketing strategy called positioning (Unit 2, Part I, Marketing Strategies). They use this strategy to determine which gender group is more likely to buy their product and from there they will be able to target this group with the use of certain colors, words and photos based on gender. The advertisement that was chosen for this assignment represents the female gender due to the company that it represents. Aerie is a well known women’s clothing store that is popular for its lingerie and lounge wear. The aerie brand does not offer men’s apparel therefore their target audience is women. …show more content…

The model in the photo is laying down on her stomach which in my opinion defeats the purpose of advertising the lingerie and apparel. In the ad, the model is smiling and appears to be happy and confident. It is said that “beauty is central to the discourse of advertising” (Unit 3, Part I, Unit Three Continued). With that being said, it is evident in this advertisement that the focus is not on the comfort, quality or price of the clothing but on the model’s physical appearance. The ideology that is created by this, is that beauty will bring women happiness and success, and evidently this is something that everyone strives for and will likely result in more product

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