Masculinity And Femininity In Advertising Essay

Improved Essays
Marketing is a persuasive strategy used to sell products to a targeted audience. In fact the first impression is the important key in marketing. Traditionally, masculinity and femininity has been used to promote products from fashion to foods. Some may argue that sexuality factors in advertising will misrepresent the company’s and the products image. This essay will attempt to illustrate that advertising should use masculinity and femininity in advertising as objects of attraction to sell products.

Firstly, one of the reason for allowing masculinity and femininity in advertising is because it has been a trend in advertising industries for the past decades. The consumer has seen this as a stereotype in advertising
…show more content…
For instance, using a leading athlete, or actor to promote a perfume or sports attire, this is obviously a culture in today’s advertisement technique. On the hand, each company has their own brand ambassador, for example, Haig Club perfume, whose ambassador is David Beckham. This is not only using masculinity, but it also influencing all of the fans of the world famous football player to buy the product that David Beckham advertises, and it also impliedly creates an awareness of the products. If the company can positively engage someone with your brand, “they could be your greatest marketing communications tool and sales person” (Michelaq 2011). This also indicates that both genders will look at masculinity or femininity as idolise, yet it is in a sensual perspective. To sum it up, it may be sensual and sexy, but from a consumer’s perspective, they admire looking at the masculine and femininity physique of the advertisement actor and …show more content…
However, allowing this sensual technique has always been successful in boosting the sales and this has been proven effectively by certain leading companies. For instance, some may condemn Calvin Klein as being sensual and exotic when comes to advertising, but then, one should consider upon the fact that advertisement contributed around $2 million per month (Park 2014). Calvin Klein proves that the advertisement became one of the most memorable advertising. Similarly, Victoria Secret is also a company which uses femininity to sell their product. (Lobello 2013) stated that Victoria Secret makes a profit of $5 billion revenue every year. Hence, an image of the company is completely dependent on the advertisement made up for its products. In conclusion, as discussed above, the use of masculinity and femininity in advertising does sell the products of a company well, than any other techniques that exists for instance, the usage of animation and funny act. The image of any particular brand or the company it is not depend on the act in advertising. Moreover, usage of sensual act in advertising are not criticising or affecting any

Related Documents

  • Improved Essays

    Advertisements can be found everywhere—in magazines, on billboards, on television. They are very powerful and the main goal of the advertisement business is to persuade its audiences to purchase a particular product or adopt a certain line of thinking. Companies or organizations must do so in a way that is appealing to the audience it is trying to reach. If done correctly, the audience that is being targeted will adopt a new view or idea or will go buy the product in the well-rounded advertisements. In this particular instance, SANZER, a hand sanitizer brand, is trying to advertise its germ-killing gel.…

    • 972 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Advertising is known for the activity of commodity for commercials and magazine products as well as services. Companies uses commercials, magazines and billboards as a gateway to attract their intended audience. Nevertheless, they also use them to inform the public of the new product being sold which they claim to be beneficial. When companies publicize their product it captivate their audience because of their use of appeals. Using appeals the customers would have no other choice but to purchase the product because it’s a type of brainwashing created in the advertisement.…

    • 1238 Words
    • 5 Pages
    Great Essays
  • Improved Essays

    This supports the stereotype of how female models are shown to appeal to male’s desires and attract males as an audience (Jhally Codes of Gender). Another stereotypical female characteristic is portrayed through the…

    • 751 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Media Influence On Beauty

    • 779 Words
    • 4 Pages

    Since 1997, the number of both surgical and nonsurgical procedures performed annually has increased by a whopping 465 percent. (Lerner and Lerner 408-411). As Lerner and Lerner stated, it shows that the plastic surgeon is making profit off of this but with the individual it gives them the sense that they fit into society. In a culture where mass media promote model-thin, photographically manipulated images of beauty that are difficult to impossible for the average woman to achieve, body dissatisfaction is common (Smith 1). With the photoshopped images removing all the imperfections this causes many to think that is the ‘perfect human’.…

    • 779 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    In 2013, Procter and Gamble stated that the “Thank You Mom” campaign generated a 500 million dollar sales increase. It is hard to tell if one brand benefitted more than the others, but one would think that they all played a significant role in this sales bump. This not only effects Procter and Gamble, but it also affects the retailers of Procter and Gamble’s brands. They too have seen an increase in sales of these brands, which ultimately benefits their store…

    • 1247 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    Femininity In Advertising

    • 2728 Words
    • 11 Pages

    This essay will focus on the numerous ways in which femininity is represented in contemporary advertising. It is important to question, why is advertising so preoccupied with gender? Present day advertising messages have the ability to shape thoughts, values, and beliefs of how we, as a society associate women with femininity. Modern advertisements accomplish this by reflecting the set of expectations that society associates with gender roles. This enables advertisements to hold meaning beyond their internal content, allowing them to sell not only products, but ideas and cultural beliefs.…

    • 2728 Words
    • 11 Pages
    Great Essays
  • Improved Essays

    I believe femininity in distorted through mass media but I also want to tie in how masculinity also plays a huge role. My thesis for this essay is “The mass media portrays masculinity and femininity in many different ways, such as showing how males are seen as more dominant.” I was asked to pick a pop-culture artifact to perform a content analysis so I chose to…

    • 730 Words
    • 3 Pages
    Improved Essays
  • Great Essays

    This resource is also very durable, as Apple has been able to maintain its brand reputation for years. Apple’s strong brand also passes the appropriability test. Under Sculley, the brand had loyal customers devoted to the brand, and later Steve Jobs revamped the brand, which made it even stronger. Many were worried that Apple’s achievements would not be sustainable following Jobs’ death, but the company has been doing just as well under Tim Cook. In Cook’s first three years as CEO, the stock price of Apple doubled, revenues were up, and its market capitalization surpassed $700 billion, making it the most valuable company in the world.…

    • 1336 Words
    • 6 Pages
    Great Essays
  • Superior Essays

    As a result, the perception that the belief that physical appearance is important to both men and women remains. Also, having the women Charlie seduces in mind, it creates a message to the women that being slim and beautiful is of key importance in society. In the book, “ Contemporary Women’s Health”, it states “ Glamorous images projected in the media have contributed to harsh self-criticism by women regarding their own body image”(97). This may very…

    • 1038 Words
    • 5 Pages
    Superior Essays
  • Improved Essays

    It seems to be much appealing when a female does it, rather then having a male. Body language also plays a huge role when classifying if the position is more feminine rather than masculine. After all does sex appeal really sell? Do we engage ourselves in the product or do we look at the object of affection? Do you even know what the product truly is?…

    • 796 Words
    • 4 Pages
    Improved Essays