Rhetorical Strategies In Selling Gender Specific Products

The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken

Since the emergence of advertising in American culture one thing that has remained constant is the visible truth that men and women are portrayed differently. In consideration to the evolution of man kind gender roles have evolved immensely throughout time, although advertisements have not kept up with this process of evolution. Companies to this day use their tactics and skills to reach out to specific genders such as pretty fonts with a stylish message, while advertisements towards men portray the character as strong and intimidating. The typical viewer can easily spot the difference in the portrayal of genders. Men are portrayed this way because the viewers look up to these characters, they want to be

There are bodily hygiene advertisements in almost every magazine, TV station, radio station, billboards, and even postal mail. Every one of them is different and is trying to send a different message to a certain group that the product would most likely appeal to. The 0ctober 2011 issue number 1141 of Rolling Stone magazine there is an ad for Old spice men’s soaps, cologne, and deodorant that is a very interesting to the college age kids and music enthusiast that would normally read it. Through the advertisements use of layout and models, Old Spice has effectively caught the eyes of the many people that would stumble across it.

There are many different products developed that are designed to help people alter their bodies in some way. Some of these products are tanning lotions/sprays, body sprays/lotions of odor, shavers, nail cutters, trimmers, acme medicine, wrinkle lotions, different types of make-up, hair dyes, hair straighteners and curlers, anti-aging creams, and many other different things. The advertisements for these different products preach all different kinds of messages to men and women alike. Women’s products and commercials typically promise men will want them, they will look 10 years younger, they will lose as much weight as they want without really doing anything, and that they will look like the models they use in the commercials. Some of the gender messages that are being sent by these advertisements

Out of four advertisements chosen, two are distinctly for women and two are distinctly for men. It is easy to identify which is which, as everyone has experienced these social expectations that the ads are founded on. For example, the male ad, titled Nivea for Men, is most easily identified as such due to the man used as the model. However, this is not the average male in American society- this is the idealized version that men have become accustomed to viewing, and is therefore

I believe that gender codes in advertising do have an effect on how we interact with people as we picture how people are ‘supposed to look’ from advertising and compare them to the people we see in our day to day lives. When we see people who are acting different than the media dictates they should act then we silently judge them and maybe whisper about how they should be acting according to what we see on the media. It is especially explicit when we look at female athletes as they are powerful and strong in their sport but the media has them pose in accordance of the gender codes for women, so that people can see that they are truly feminine and not too masculine, since they play sports. As well for some sports how we dress to play the sports also follows gender codes where we should be wearing skimpy clothes that are revealing, this is explicit in volleyball where girls wear spandex that barely covers and a tight shirt to go along with it, and it is seen as weird if girls wear anything other than that to play. As well gender codes dictate what professions certain genders should have so when I see certain people in professions the opposite gender typically is in it could appear as weird to people since they only see males being plumbers, electricians, or mechanics, and females as nurses, maids, and stay at home moms.

This ad was taken from the Women’s and Health magazine, a magazine that targets women starting from teenagers that are searching for perfection to old women who lost confidence and are searching for it. It’s for the middle-class women that are interested in their health and appearance. This shampoo would give them a young and healthy hair filled with joy and happiness that most of the people lack these days.

In the marketer’s eyes, in order to attract people’s attention on what they want is to first segregate the commercial in to which type of person the product is going to be sold to, then break it down in an obvious way – showing major differences in the general public’s interests, sorting ‘the consumer’ down to a more focused group of people; as if one were looking past a continuous stream of red squares, then notice’s a blue square, he or she will notice the blue square standing out from the red squares; the blue square being the advertisement that fits to that person’s personality. For example if there was a commercial for a truck produced by a typical American organization, the advertisement shows masculinity and manliness in extensive ways, with mud, heavy weights, and other things. With a Victoria’s Secret advertisement, the milieu is very sensual and scandalous, showing light colors such as pink or white, all while having a soft, fluffy tone to it. There is no escape in gender roles and profiling when it comes to marketing; people who want to sell their product will use the most effective means necessary, no matter if it is morally sound or not . If companies were to have general broadened commercials, then summarize a product and ends up not narrowing down to specific consumer needs, then in most cases it would not interest the customer and could quite possibly render the purpose utterly useless.

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following

The product line of Dove Pro-Age is being advertised in the commercial. It is also advertising the product as an anti-aging product gearing towards the elder target market. The salient features are the nude women who are presented in the ad and the text “too old to be

The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.

Secret’s Sheer Mineral deodorant advertisement is an efficient example of deodorant directed towards a female audience. A range of persuasive elements were used to make this advertisement successful.

Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind. With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market. Cosmetics are being used just as much by men as they are used by women, and it is important that a cosmetics product line can compete in the market of men’s products as well. Dove’s main competitors, Nivea, L’Oreal, and Garnier, have not crossed into making men’s products. The lack of men’s products gives Dove a competitive advantage in their arena. Dove has dominated in this category through their marketing and different direction.

This essay will analyze the brand Dove from its evolution in 1957 to present day. To introduce Dove, it is apart of Unilever group of brands, they first started with their “Dove Beauty Bar” and have now expanded to a range of products including, facial cleansers, deodorant, shampoo, conditioner as well as body washes. Dove’s biggest competitors are, Nivea, Neutrogena, Olay, Garnier. Dove sells products for both men and women however it can be said that their advertising strategy is devoted mostly to women of all ages and ethnicities. The overall brand idea, is to make women feel good in their own bodies this is evident through the brand values which consist of self love, empowerment and beauty. Dove has created a positive brand image for itself through its products being, cleansing, feminine and welcoming, which are all characteristics which many woman look for in a product. It can be said that Dove is unique as it’s advertising strategy has positively developed since it was established in 1957. They seek set themselves apart from all competition through the use of campaigns which create a brand awareness. This essay will explore how advertising and brand communication have positively developed since the creation of Dove through the analysis of their “Real Beauty” campaign in chronological order from oldest to most recent. It will also explore how in their advertisements Dove challenges societal stereotypes in order to attract consumers to their product.

Gender Marketing is not about male versus female. It is about understanding your customer and his profile thoroughly. Marketers generally adopt the approach of neutral marketing to play safe; by and large both men and women feel that they have not been targeted by the marketers properly. The marketers should continuously strive for competitiveness and take benefits from the ever changing environment which can be facilitated by the realization of the concept of gender marketing. In this article I will discuss about the changing role of women today and how it has an impact in marketing of products like online selling, car purchase, garment purchase and food & drinks.