Television Commercials Designed for the Female Audience

Television Commercials Designed for the Female Audience

The television commercial is perhaps the most effective means of product marketing and advertisement. Television is present in 99% of American households, and it stays turned on an average of seven hours per day. (http://www.envirolink.com/) The television audience is a varied, widespread audience, ensuring manufacturers that their products' advertisements are reaching all possible customers. Obviously, not all products are produced for all consumers. Market analysts and advertisers must find advertising techniques that can be used in commercials for certain target customers and use those commercials to directly affect the ideal customer for the product. Gender, social, and cultural ideologies are often used to influence the audience. The vast array of possible studies on commercials includes gender differences and influences on the development of children, demographic stereotypes and the effects on society, even the use of dialogue and its importance to the advertisement; however, I've focused on a slightly more narrow path of research and observation. I have narrowed down the comparisons of gender differences to focus only on the female's place in the commercial world and how television advertisements change their approach for different age groups. By observing five basic parts of the commercial-- the camera work, the product advertised, the sound, the actors, and the action- I was able to focus on the advertiser's ideas of the female child, teenager, adult, and elder, and sort similarities, differences, and correlations between the commercials of the different age groups.

The subject of my research was approximately 190 commercials, recorded over a period of one ...

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... as energetic fun-seekers- are influential or not will be determined by the consumer and his or her pocketbook and the advertiser's continued ability to hit that target.

RESOURCES

TV Facts from http://www.envirolink.org/issues/system/media/tv_facts.html

Paper format after Jacquelyn Bradway http://www.wcsu.ctstateu.edu/~mccarney/acad/bradway.html

VCR Recordings from NBC, CBS, ABC, and FOX

Other Ideas and Information from The Marketing Concept

http://ctl.augie.edu/dept/coth/coth380/advert/WHEEL.HTML

Gender Differences in Communication http://cpsr.org/cpsr/gender/mulvaney.txt

TV Programs Have Underlying Economic Purposes http://www.widmeyer.com/tv/viewing/link11.htm

Content Analysis of Gender Differences in Children's Advertising

http://www.aber.ac.uk/~ednwww/Resdeg/merris07.html

A Definition of Advertising http://www.wsu.edu/