Advertising and Females Unit 3

Ad Buzz -Much of the advertising directed towards females tells them that they need to worry about their looks, worry about their weight, and obey males. -These messages are so frequent and widespread that it is almost impossible to ignore them. -If we are happy with the way things are, then we are less likely to buy things. -Advertisers try to make us unhappy– unhappy with our appearance, out relationships, our situation in life in general. - Advertisers offer their product as a solution to our problems.

Why Do Advertisers Want Us to Be Sad? -The average American woman is 5 feet 4 inches tall and weighs 142 pounds. -The average fashion model is 5 feet 9 inches tall and weighs 110 pounds. -More than 75% of American women say that they “feel fat.”

Why Do Advertisers Want Us to Be Sad? -Anorexia nervosa is a psychological illness that causes lack of appetite in people, primarily young women. -People who suffer from anorexia refuse to maintain body weight that is at or above the minimally normal weight for age and height. -Bulimia nervosa is the practice of binge eating, often followed by forcing oneself to vomit. -Nobody is born anorexic or bulimic; the message people receive from society and advertising often contributes to the development of these disorders.

Cigarettes and Gender - Young women are more likely to smoke than young men are. (they want to stay thin) - Cigarettes have long been considered a no-calorie substitute for eating. - Virginia slims, even highlights this in its name. - A study at Harvard Medical School found that females who are unhappy about their appearance are twice as likely to think about using tobacco as females who are comfortable with their looks. - Cigarette ads frequently appear in fashion magazines that feature very thin fashion models.

Advertising and Males Unit 4

Ad Buzz -Many American males learn what it means to be a man in part from advertising. -Ads use the product as a way to define oneself.

Beer and Manhood - Beer advertisements tell the intended audience that drinking beer is a sign of manhood. - We often see beer advertising associated with guy stuff – going to a football game, working at a construction site, shooting pool with the gang. - There is an implied message being that beer helps people have a good time. - Fun is supposed to mean being accepted by the guys while also being attractive to the ladies.

Athletic Shoes Usually Aren’t Cheap -Price is one of the main concerns of marketing. -“Prestige pricing” means the high price of an item brings a positive image to the product and to the person who buys it.

Dealing with the Munchies - Marketing research has shown that teenage males spend the biggest percentage of their money on food and entertainment. -Teenage girls spend the biggest percentage of their money on cosmetics and clothing. -Frito-Lay, the makers of Fritos, Doritos, and Ruffles, are owned by the same company that makes Pepsi.