Gender Implications in Advertisements by Brianna Filoteo

Chevy (car-related)

filoteob1_ — 2023-12-05 08:50:32 UTC

The Chevy brand is often perceived as a manly brand due to its size and energy that surrounds it. Here we see the Traverse in the Great Outdoors, appealing to the generalization that men are rugged and enjoy exploring. Adding on to this, the text states that while it is a family car, it is only a family car when the family is in it, expressing that this car has many purposes. This may appeal to dads as they have to drop and pick up their children or might take the car on family trips. However, when the family is not in the car they are free to “find new roads.” This is a huge gender implication as it expresses that men might enjoy the outdoors more than women or have more free time to do so. This could pressure males to be more interested in the outdoors or take on extravagant adventures.

Zillow (home/family/cooking)

filoteob1_ — 2023-12-05 08:52:56 UTC

This advertisement displays a huge gender implication as its picture and states that the brothers will form a lifelong bond in the backyard. Instead of just visualizing siblings, the advertisement aims to catch the eyes of men seeking to buy a home. Hoping that they will get the audience to reminisce about their childhood days or times with their brother, they use a male dominated photo to draw in more men. Additionally, the advertisement suggests that men make most of the decisions for buying, selling, and renting a home, also implying that men are the main breadwinners in a family. This puts pressure on men to be responsible for their family and provide for them.

MONTBLANC (Hygiene/fragrance/health)

filoteob1_ — 2023-12-05 08:54:43 UTC

This advertisement represents a moderate gender implication the image is a male advertising the fragrance, explicitly stating it is for men. The male in suit represents how this scent might make one appear professional to their colleagues and sophisticated to women. This would appeal to men who might want to feel more confident even if they are not the best dressed or best looking, pressuring men to put more effort into themselves in order to be successful in career or romantic relationships.

Ford (car-related)

filoteob1_ — 2023-12-05 08:56:30 UTC

This advertises the Ford, which is already perceived as a very manly brand of car due to their size and reputation. Using children and sports is a perfect way to appeal to men, specifically dads, to this car brand. A lot of fathers dream of their sons playing a sport and having a big car to haul them around plus equipment gives them an opportunity to be involved or possibly coach. The setting of this advertisement is also very appealing to men since it is outdoors. Although it is slightly unrealistic, men would be enthusiastic at the idea of sports and the great outdoors as well.

Protein powder (Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 08:58:06 UTC

Men are raised with the idea that they should be strong and athletic and this protein powder advertises exactly that. As men strive for muscular excellence, this protein powder promises to help them become the athletes they want to be. Using statistics and triggering words like “game-changer,” “strength,” and “muscle” attract men who are competitive in nature. The quote “Find the power inside you and let it drive you to greatness” from Giancarlo Stanton, an MVP outfielder also provides some credibility to this product. In reality the reason Giancarlo is successful is probably not due to only protein powder but to his training regimen and trainers who work with him.

Calvin Klein (hygiene/fragrance/health)

filoteob1_ — 2023-12-05 09:01:42 UTC

This fragrance explicitly states that it is for men and contains an image of a family. This might attract fathers or men who want to be fathers. The name of the fragrance “Eternity” is intriguing because one might believe that it is long lasting, like the love this man appears to have for his family. Protecting and creating a family are the responsibilities socially expected of a man. Calvin Kleun leads people to believe that “Eternity” can lead people to this goal.

Gatorade ( Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:17:57 UTC

This ad would definitely appeal to men since it aims to convince the viewers that their product produces athleticism. As males, who are naturally competitive, this product would attract consumers who might be hoping to up their sports game. Using the phrase “made for this” along with depicting what looks like an intense game of one on one basketball would make one believe that they could be strong and competitive by drinking Gatorade.

Milk (Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:20:33 UTC

Using an athletic looking man, who also happens to be a professional basketball player, helps market this product since young boys and men might see this and believe that drinking this milk can help them reach Klay Thompson’s level in basketball. Additionally Klay Thompson’s picture helps add credibility to the advertisement. Since males tend to care about sports, since it catered more to them, they would be intrigued with this ad.

Bengay (Hygiene/fragrance/health)

filoteob1_ — 2023-12-05 20:22:12 UTC

The text and the image on this in this advertisement have strong gender implications. First the image shows 2 men playing basketball, already attracting males who enjoy athletics and working out. Basketball, a highly competitive game regardless of the level, channels competitiveness and intensity, sometimes resulting in injuries. The ad ultimately encourages playing through injuries and soreness, stating that by using this product, you go home a sore winner. Playing through pains and toughing it out is common among men and this advertisement confirms that. This ad might pressure older men to play through their injuries when in reality they need to take a break before they are injured beyond repair.

Strong

Lunchables (family/home/cooking)

filoteob1_ — 2023-12-05 20:25:48 UTC

This might appeal to males with families. It is gender implicating because instead of depicting a young girl playing with construction, they used a young boy. Perhaps the marketing team thought a male would enjoy playing with his son more than his daughter or that only young boys would think of having a career in construction or enjoy building things. This sends the message that men should be doing the more strenuous jobs, steering them away from jobs that are considered more feminine like nurse or secretary. In reality careers should not be associated with a gender. This might appeal to males with families. It is gender implicating because instead of depicting a young girl playing with construction, they used a young boy. Perhaps the marketing team thought a male would enjoy playing with his son more than his daughter or that only young boys would think of having a career in construction or enjoy building things. This sends the message that men should be doing the more strenuous jobs, steering them away from jobs that are considered more feminine like nurse or secretary. In reality careers should not be associated with a gender.

Diet ( Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:27:38 UTC

This would appeal to males since it is sponsored and published by Men’s Health. It promises to shred fat claiming to be “simple, effective, and amazing,” attracting those who are looking for a quick diet that works.

It also states that with this diet you will “hold on to your hard-earned muscle,” which would make males who are trying to stay fit. Making the program sound super easy also would help coerce men buying this product since the idea of masculinity holds physique in high regard.

Rugged Maniac (Event)

filoteob1_ — 2023-12-05 20:28:47 UTC

This is very gender implicating because it channels the competitive spirit of men, encouraging them to participate in this event. Explaining how there will be 25 obstacles over 3 miles, music, and beer draws people in for a good idea. Taking it a step further, the ad points out that “the women love us-they make up half our participants!” adds to how this is a gender implication. Many straight, single males will be attracted to this event as they will see it as a way to show off their athletic abilities and pick up women. Instead of just advertising a good event, they had to make it seem like women are a part of the event, which could be seen as objectification.

Protein (Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:32:30 UTC

This advertisement has a strong gender implication, depicting a very muscular male body, cuddling the protein beef isolate, expressing that you could have this body if you use this product. Using the term “clinically proven” helps add credibility to their claims of increasing strength and lean body mass. Males, who are typically striving for a muscular build, would be interested in getting this in hopes they will look like this man depicted. By having tattoos of bear growling entices the feeling of competitiveness and intensity within males pressuring them to take on this persona.

Edge deodorant (Hygiene/fragrance/health)

filoteob1_ — 2023-12-05 20:34:09 UTC

This advertisement has a strong gender implication, suggesting that using deodorant might help a date go well or get to “bare,” possibly referring to being naked implying sex. Just because a date goes well or because a male smells good does not mean that the woman or any person for that matter would want to sleep with them. This would definitely attract a man, especially one who is single and looking for a hookup

Workout program ( Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:39:39 UTC

This advertisement has great gender implications expressed in the images and text. The images show very angry looking men, however some look muscular, which is appealing and luring for men who are looking to gain more muscle mass. Using the phrase “Are you tough enough?” would definitely channel the competitive side of a male and convince them to buy this product. Men often feel the need to prove themselves especially in strength and athletic related activities. As a result, this would appeal to men who might feel insecure or want a new challenge.

Jeep (car-related)

filoteob1_ — 2023-12-05 20:41:36 UTC

The Jeep ad might appeal to men because of its stereotype of being an outdoorsy car with many of its car models able to go off-roading, a male-dominated pastime. Having these car advertisements to begin with is a huge gender implication because compared to the women’s magazine, I did not come across any car advertisements. This is strange since several women have commuting jobs and use the car for several other reasons. To only market it to men seems degrading since all genders can and do drive.

Protein (Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:43:01 UTC

This protein powder provides a gender implication based on the text and image, Using an athletic, muscular man to market their product makes the audience believe that this could be them. Furthermore, a majority of the male population emphasizes the importance of strength and good fitness. This testimonial helps add credibility to the effectiveness of the product claiming that it helps him stay on top of his game.

Jimmy Dean - meat (Body enhancement - food, supplements, workout-related)

filoteob1_ — 2023-12-05 20:44:49 UTC

I found this advertisement to be quite gender implicating because of the text wording and the image. The ad depicts a young woman working out and states “shine on.” I was surprised to see this in a men’s magazine because I felt like this would appeal to males. However, it does explain that it has a lot of protein, which many active males strive to reach a daily protein intake. I could see a male maybe wanting to buy this for their wives or girlfriends.

Deodorant (beauty/hygiene)

filoteob1_ — 2023-12-06 09:40:12 UTC

Using words like “gentle” and “trusted” appeal to women, creating gender implication. This deodorant also has scents like lavender, which is a feminine scent.

Cat food (home/food)

filoteob1_ — 2023-12-06 09:42:08 UTC

Putting food in a heart shaped platter appeals to women since they care about love. Hearts and pink are typically associated with femininity.

(high)

Deodorant (beauty/hygiene)

filoteob1_ — 2023-12-06 20:49:08 UTC

Emphasizes how your face should be in great condition, alluding the female beauty standards. Packaging is pink, typically associated with femininity and might be more appealing to some women. Promises to “restore underarm skin to its best condition,” which focuses on fixing imperfections

filoteob1_ — 2023-12-06 20:53:20 UTC

Reign often refers to power and this ad suggests that women need this lipstick to feel powerful. This appeals to beauty standards encouraging women to have hydrated, rich, and shiny lip

Heartburn relief medicine (health)

filoteob1_ — 2023-12-06 20:55:14 UTC

List of things to do include nothing about work or herself. Family BBQ and beach parties have to do with socializing and entertaining, while vacation is for leisure. This implies that women do not work and are very family-oriented. The woman in this advertisement also wears an apron, showing no indication of work or business. The ad suggests that women should take this pill to enjoy their leisure and socialization activities, not giving a thought about their career or personal aspirations. Additionally she is also not the one holding the kebab, suggesting that women need assistance with eating and feeding themselves.

Cleaning solution (home/food)

filoteob1_ — 2023-12-06 20:58:10 UTC

Advertisements for cleaning with women on it suggest that women like to clean and it is their job to do so. Using words like “gentle” also make an item more appealing to women since gentle can be associated with femininity.

Paint (home/food)

filoteob1_ — 2023-12-08 07:32:15 UTC

This could be appealing towards women based on the color scheme used to advertise the paint. Pink is typically associated with femininity. Additionally the paint is advertised as being very resistant to stains and damage which might attract women who have kids, who often damage the walls with their toys and roughhousing. The berries I believe are there to just make the advertisement more interesting and show how the paint color pairs well with food items.

Roofing company(home/food)

filoteob1_ — 2023-12-08 07:34:11 UTC

This ad has a gender implication because it shows 2 young girls and encourages the reader to protect their family. For women this might appeal towards wanting to protect their family at all cost. (moderate)

Cleaning supplies (home/food)

filoteob1_ — 2023-12-08 07:35:25 UTC

Swiffer advertises an extremely clean floor which appeals to women since they typically want a clean house when entertaining people. Putting this item in a housekeeping magazine implies that women must be the ones doing the mopping.

Trash bags(home/food)

filoteob1_ — 2023-12-08 07:38:59 UTC

This appeals to women since it advertises that it eliminates odors. This item in a women’s magazine implies that women do a lot of the housework.

Cleaning Solution (home/food)

filoteob1_ — 2023-12-08 07:39:56 UTC

Having this cleaning solution in a women’s magazine is a gender implication because it implies that women do the cleaning.

Dog Food (home/food)

filoteob1_ — 2023-12-08 07:42:55 UTC

Includes a gender implication because putting this advertisement in a women’s magazine implies that women should be the one who feeds the dogs

Cleaning supply (home/food)

filoteob1_ — 2023-12-08 07:45:10 UTC

This advertisement contains gender implications since the two reviews are from women. This suggests that women should do the house cleaning, explaining step by step instructions while using an image of a man. This expresses that women might need a man to tell them what to do.

Cereal (home/food)

filoteob1_ — 2023-12-08 08:04:27 UTC

This ad explicitly says “that's some good housekeeping,” which implies that women, who do the housekeeping, need this food item to be a good housekeeper. Using the term, housekeeping in a magazine intended for women is a gender implication since they should and can have other life purposes aside from housekeeping.

Pet insurance(home/food)

filoteob1_ — 2023-12-09 07:09:59 UTC

This advertisement has a very motherly tone to it. It appeals to empathy by saying “it's her first night away, and you're worried about all the "what ifs." There is a gender implication here because a man would be less likely to think of their dog as a child going to a sleepover for the first time. This implies that women worry about their children/dog more than the male. It is also enticing to women because it says “reassured” in big bold letters to reinforce the idea of pet insurance.

Peanuts (home/food)

filoteob1_ — 2023-12-09 07:11:36 UTC

This advertisement is very family oriented, which typically entices mothers. This appeals to mothers since it includes a good reason to buy the snack. Having a protein filled snack to fuel the summer adventures would encourage mothers to buy this for their families. It also has a nice background filed with summer activities which causes the audience to connect the peanuts with summer fun.

Cat food (home/food)

filoteob1_ — 2023-12-14 18:56:35 UTC

Here the woman smiles as her cat eats the advertised food. This advertisement includes a gender implication because it implies that women are the ones taking care of the cat and pets. The advertisement is enticing because the owner looks pleased and the text is confident in the taste, ingredients, and value.

Veggie spirals (home/food)

filoteob1_ — 2023-12-14 19:01:33 UTC

This advertisement would appeal to women because it shows off a healthy alternative to pasta. Pasta is very caloric and people who cook usually try to find ways to make it healthier. This advertisement is located in a women’s magazine because it implies that women do the cooking in a household.

Protein shake (home/food)

filoteob1_ — 2023-12-14 19:10:48 UTC

This advertisement is great for people who might lack protein in their diet. Women may buy this for their children because not only does it have 30g of protein and 1g of sugar, but it is also convenient and has a variety of flavors to choose from. Additionally, the general testimonial of having more energy when drinking Ensure might appeal to tired mothers. It also contains immune health which would encourage moms to buy this around the flu season to be sure their kids are getting the nutrients they need.

Fabric softener (home/food)

filoteob1_ — 2023-12-15 10:44:21 UTC

This advertisement displays a gender implication by suggesting that women are the ones who do the laundry in a household. Using words like “softness” entices women to buy this product to make their clothes softer

Clothes/shoes

filoteob1_ — 2023-12-15 10:46:42 UTC

Here, I believe that the gender implication is present because while the text sets the tone of a relaxing outdoor setting, the image on the advertisement is a male. This suggests that this line of clothing is only for male and therefore the outdoors are a space for men to relax and unwind. I think that this advertisement also applies to men because it advertises giving men one less thing to think about, weather protection, giving them more time and clarity to enjoy the outdoors.

car-related

filoteob1_ — 2023-12-15 10:47:55 UTC

This advertisement appeals more to the male gender as a lot of males dream of having a huge truck, a motorcycle, and a boat. It is perceived as manly to know how to operate this kind of machinery which implies that women might not take any interest in these vehicles.

The words “full garage” definitely catch a man’s attention and will further interest those who are upper-middle class that have or want these vehicles.