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花旗国的半边天

An Exploration of Women's Issues

 
 
 

日志

 
 

性别主义广告 (Sexist Advertising)  

2011-11-08 07:59:42|  分类: 默认分类 |  标签: |举报 |字号 订阅

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性别主义广告 (Sexist Advertising) - 美国马尾妹 - 花旗国的半边天广告商家的目的不言而喻,很简单,他们希望最大程度地吸引顾客,尽可能地推广他们的产品,从而获取最大的利益。为了在广告战中脱颖而出,广告商家往往把重点放在小型特定的人群。他们希望以潮流的广告来吸引一个目标消费群的注意,从而提升这个商品的使用者数量和销售。就这本身而言,广告商吸引特定目标消费群的举动并不惹人厌。但是,这些广告大都建立在一种传统的性别偏见之上,反映在其对男女气质描述的偏颇。这些偏见往往无伤大雅,但一旦被极端化就会极度令人生厌。


The goal of advertisers in no secret; quite simply, they want to market their product in a way that attracts the most possible consumers so that they can make the most possible money. Frequently, advertisers choose to focus on small and specific demographic groups in order to lend focus and efficacy to their ad campaigns. Their hope is that, by fashioning ads that appeal to the sensibilities of a targeted demographic group, they can boost overall popularity and sales for the product. In and of itself, advertisers' attempts to appeal to specific groups does not seem particularly objectionable. However, these attempts almost always rely upon the same tired set of tropes that perpetuate traditional gender stereotypes through their depiction of masculinity and femininity. Usually, these tropes and stereotypes are merely irritating for those attuned to them, but when they are carried to extremes, they can be downright offensive.


Studying the commercials that play on TV, it is easy to quickly identify the stereotype-ridden formula with which many advertisers depict gender. In the world of commercials, women are the only ones to perform any sort of domestic labor like cleaning or doing the laundry. They may get frazzled at times, but as long as they have the right cleaning product (whichever one the commercial happens to be trying to sell), they actually enjoy cleaning and cooking. As they are frequently depicted by advertisers, women are pretty airheads who have little interest in the world outside of shopping, shoes, and domestic life. With ads like these, advertisers are obviously attempting to make their product desirable by appealing to women's interests; the all-too obvious reliance on traditional stereotypes to define these interests, however, makes these depictions insulting rather than relatable. The depiction of men and masculinity in many ads relies just as heavily on stereotypical gender norms; according to advertisers, men are tough, interested in sports, and incapable of any type of housework.


Just a few weeks ago, the popular American soda Dr. Pepper released a new low-calorie version of its original soda. Because men are traditionally less likely than women to buy diet or low-calorie drinks than women, Dr. Pepper was eager to market their new product specifically to men in order to break into a new, untapped market of male diet soda-drinkers. The manner in which they did so, however, pushed traditional gender stereotypes to such extremes that their new ad campaign passed the realm of purely irritating and became openly offensive. The advertising campaign proudly proclaims that the drink “is not for women” and boasts that the drink has ten “bold” calories, implying that women couldn't handle the soda. (Watch the Dr. Pepper ad). Addressing female viewers, one commercial ends with the overtly sexist line “You can keep the romantic comedies and lady drinks. We're good.” A companion Facebook campaign denies access to female Facebook users while allowing men to play online games, which include a shooting gallery-type game in which men can shoot at “girly” things.


Since the new advertising campaign was released, Dr. Pepper's advertisers have attempted to excuse the overt sexism of the ads by insisting that the ads' excessive machoism was intended as a joke. Consumers, however, seem disinclined to accept this justification: the YouGov BrandIndex, a private company that tracks public perception of brands noted a significant drop in both men and women's approval of Dr. Pepper after it launched its “for men only” campaign. Consumers are clearly only willing to tolerate a certain amount of sexist stereotyping in commercials before they cease to be merely irritated and begin to actually change their consumer behavior.



讨论:有哪一种涉及性别角色的商品曾经影响你购买与否的决定吗? (Discussion Question: Has the portrayal of gender in advertising ever affected your decision whether or not to buy a product?)


Sources:

 

"Dumb Ads Predictably Hurt Dr. Pepper's Approval Ratings." Jezebel. N.p., 21 Oct. 2011. Web. 7 Nov.

2011. <http://jezebel.com/dr'-pepper-ads/>.


Marzilli, Ted. "Dr. Pepper dude diet drink backfires." YouGov BrandIndex. N.p., 20 Oct. 2011. Web. 7

Nov. 2011. <http://www.brandindex.com/article/dr-pepper-dude-diet-drink-backfires>.


Image:

By nl:Johann Georg van Caspel (1870 - 1928) ([1]) [Public domain], via Wikimedia Commons

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