Gender And Age Related Effects While Watching Television Advertisements

1143 Words Dec 7th, 2016 5 Pages
Media goes a long way into how it helps shape people’s identities. One part of media that helps portray this argument is advertisement. Advertisement can be seen anywhere. Some may be beneficial and some not so much. Advertisements create false stories based on people’s perceptions about how they see a person depending on their gender, sexuality, and race. In author Mallika Das’ article “Men and Women in Indian Magazine Advertisements: A Preliminary Report” she quotes, “Past research indicates that men and women are portrayed very differently in advertisements’ (701). Women are viewed in traditional feminine roles as to men in their masculine roles. This creates a stereotypical argument that they can not resolve in neutral ways. In “Gender And Age Related Effects While Watching TV Advertisements: An EEG Study” author Giulia Cortocci says that, “Some evidences suggest a different perception between women and men, with a higher approach motivation in case of an advertisement of a typical feminine item (e.g., a perfume) but mainly circumscribed to particular scenes (e.g., dancing) of the video, and not providing univocal data if different videos are considered. When the advertised product is an item often considered as masculine (e.g., a car), the influence of the peculiar creativity (“the plot”) of the commercial becomes evident in order to produce an efficient impact also towards women” (2). The identification of women and men differ through what emotional profile is being…

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