1. Presentation performed by: Mariya Belozyorova & Tereza Dolejší
GENDER MARKETING
Presentation performed by:
Mariya Belozyorova & Tereza Dolejší

2. History
Aristotel – a man as an active body, a woman as a passive imperfect body
Confucianism - thanks to Heaven for being created a man, not a woman
Subordination, humility, modesty
Childbearing, child-rearing , housekeeping
No rights to earn money

4. Michele Mattelart – Women and the cultural industries
1920s - soap opera, “lonely-hearts” press.
Two functions: to promote the sale of household products, to integrate the housewife into her function
Commercial model of media
In the middle of the 19th century - first works devoted to a “women’s question”
rights to economic independence, participation in the political life of the state

5. In the middle of the 19th century - first works devoted to a “women’s question”
Rights to economic independence, participation in the political life of the state
Equality of men and women by copying, imitating men -> not that women really wanted
Women are different
Radio RTL
“photo-novel magazines“
Today – Latin American films

6. Melodramatic serial Women´s name as their title
Plot: the ups and downs of a love-affair which brings together people separated by social class (or age).
Problems: unhappy homes, diseases, illegitimate children, alcoholism, sex and violence

7. Angela Mcrobbie and the “Real Me”
Stuart Hall - appropriation of postmodernity
Discursive „I“
Existential questions

8. Roles. Stereotypes. Features.
Gender roles
Men
Father, son, friend, bread earner
Women
Mother, daughter, friend, student
Stereotypes
Family guardian, successful businessman, superman
Housewife and mother, wife/sweetheart, businesswoman
Features
Active, rational, logic, strong, aggressive
Kind, careful, emotional, illogic, dependent

9. BLUE for boys
PINK for girls

10. Focused on responsibility Focused on rights Prospect for close people
Focused on others
Self-centered
Focused on responsibility
Focused on rights
Prospect for close people
Self-prospect orientation
Proud of collective achievements
Proud of personal success and achievements
Pay attention to details
See the main idea
High susceptibility to flavours, smells
Low susceptibility to flavours, smells
Well-developed sense of touch
Poorly-developed sense of touch
Like to talk
Like to speak about themselves
Think aloud
Think silently
Delicate
Free-spoken
Emotional
Decent in roles
Cooperate
Compete
Want to hear an interesting story
Want to hear facts (only)

11. Communicating information

12. Shopping experiences

13. Research vs. Elimination

14. Price vs. Brand

15. Practicality vs. Luxury

16. Detail vs. Simplicity

17. Internet

18. Food & Drinks

19. Vacation

20. Commercials

21. COLORS
Spectrum of colors
Bright & soft colors
Shades & tints

22. Differentiation of goods according to the gender factor
FIELD
Version for MEN
Version for WOMEN
Automobile industry
Honda CR-V
Nissan Micra
Cosmetics
L’Oreal Men Expert
Avon
Education
Technical and engineering faculties
Humanitarian faculties
Bank products
Credit/Debit card “Men’s card”
Credit/Debit card “Cosmopolitan”
Clothes
Diesel
Basler Fashion
Tobacco products
Marlboro
Vogue
Mass Media
“Men’s Health” magazine
“Cosmopolitan” magazine
Nutrition products
Chocolate “Nestle Classic for Men”
Frozen semi-prepared products “Goodwife”

24. THANK YOU FOR ATTENTION!