LO1-Gender roles and Gender in advertising

Stereotypes

Females

• Mother
• Wife The object of desire
• Weak
• Socially needy
• User
• Consumer

Males

• Father
• Husband
• Provider
• Strong
• Independent
• Creator

Sex sells

• The oldest saying in advertising is "Sex Sells", this basically means using the audiences gender to drive their response to your campaign.
• Through the use of "ideal self/ Ideal self partner"models and celebrity audience members are attracted to products as a result of their attraction to the image. The fragrance and fashion industry have rarely varied from this in their modern advertising.