paper 1 final draft Essays - Marketing, Human Behavior, Behavior

paper 1 final draft Essays - Marketing, Human Behavior, Behavior Agreeing with Craig Kristina Crotty English Comp October 11 th , 2017 INTRODUCTION Advertisements in this generation have become vivid since the early years of marketing. Putting a clear image in everyone's head that women are supposed to look or act a certain way. They have done extensive research since then, as well. Although, even back then women were demonstrated as the stay at home, cook and clean, wife kind of stereotypes, it is now just more intensified with a sexual kind of aspect. I believe that advertising has gotten more graphic in the way they portray men and women. Showing women in a more sexual way makes women seem less intelligent or less competent. Advertisers dehumanize women more than they do men, as society sees it, in the advertisements today. LITERATURE REVIEW There are a few different articles that show studies on how advertisers dehumanize woman and how different they are from men. In "The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products" by Theodore J. Noseworthy, he talks about how the researchers consistently find that woman process groups of visual objects differently than men. Woman are better at judging visual characteristics, rec alling location and identity, noticing when new objects are added, and identifying common factors between objects. Also, that woman have an ability to memorize groups of objects better than men. Noseworthy states that they refer to these groupings as object arrays and that there are two types of object arrays. These two types of object arrays are competing objects and unrelated objects. In the first study they show that woman can identify an incongruent product if it is promoted among competing products. This performance comes to heighten pr oduct eva luations. In study two, they predicted that women would trade off verbal processing for visuo-spatial processing due to capacity limits in memory. In the researcher's findings, the female ability to identify the incongruent products came at the expense of ad claim recognition. The researcher's show that this is due to a higher rate of ad claim incursion. They did not expect this to occur for males so it brought them to study three. Although, visuo-spatial elaboration disrupted verbal processing, it only occurred for women. The theories for these studies show that the research has direct implications for consumer behavior. The researcher's state that is it important to understand that there are dramatic differences in how males and females process contextual arrays when exploring the effects of advertising context. In "Why the U.S. Ad Industry Will Never Regulate Gender Stereotypes" by Kristina Monllos and Patrick Coffee, states that the British's ASA (Advertising Standar ds Authority) announced that they plan to take a tougher line on ads that mock people for not conforming to gender stereotypes to better serve the public. The ASA cannot ban offending advertisements as consumer complaints but it can recommend that certain campaigns be pulled from commercials. Gender stereotypes have always been an issue in the American advertisement industry and Jessica Greenwood, svp of strategy and partnerships, believes that this state-sanctioned "smackdown" on sexist spots would never happen in the United States. They also acknowledge the factor of the new cycle, which is that a brand releases a campaign ad that offends key members of its target audience, those consumers make their opinions known on social media which cause a backlash to the brands, only to come up again in the next misguided marketing move. Kat Gordon, CEO of 3% Conference, believes that if agencies and brands come together they can fix gender stereotyping. Stating that they need to have dive rse people making the ads, having agencies amend their languages about stereotypical depictions of women, and talk about stereotypes from the start. This article also states that the United States and Great Britain have come to the same conclusion, just in very different ways; that brands know that stereotyping more of their target audiences will not help boost sales. The next article gets into more detailed about stereotypes, typically stereotypes of women and how they are portrayed in advertisements. In "Images of Women in Online Advertisements of Global Products: Does Sexism Exist?" the authors show tables based on product categories and stereotype