This 52 page paper is a research paper looking at the way that feminism has failed to make an impact in advertising, where there continues to be the highly successful use of female gender stereotypes in advertisements. The paper presents an in-depth literature review and then simulates research results. The research results are then analyzed and findings presented. The bibliography cites 54 sources.
Name of Research Paper File: TS14_TEfemadv.doc
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2.1 Introduction 10 2.2 The Importance of Consumerism 10 2.2.1 Consumption 11 2.2.2 Identity 14 2.2.3 Consumption and Identity 20 2.3 Gender Stereotyping in Advertisements 24 2.3.1 Historical Context 24 2.3.2 Modern Advertisements 27 2.4 Why does Gender Stereotyping Take Place 30 2.5 Chapter Summary 39 3. Methodology 41 3.1 Introduction 41 3.2 Methodological Approach 41
3.2.1 Methodological Framework 41 3.2.2 Qualitative and Quantitative Choice 43 3.3 Methodology Design 44 3.3.1 Formalised Methodology 44 3.3.2 The Questionnaire 46 3.4 Chapter Summary 48 4. Research Results 48 4.1 Introduction 48 4.2 Sample Profile 48 4.3 Influences in the Purchase Decision 49 4.4 Influence of Advertising 50 4.5 Effective Advertising 50 4.6 Perceived
Uses of Stereotypes 50 4.7 Preferred Advertisements 51 5. Discussion and Conclusions 52 5.1 Influences on Purchase Decision 52 5.2 Importance of Advertising 53 5.3 Influences of Gender Stereotypes 54 5.4 Comparing Advertising with and without a Stereotype 55 5.5 Conclusion 56 References 57 Appendix 1
- The Questionnaire 61 Abstract Despite an increasing level of equity for women, the use of gender based stereotypes can still be found in advertising, which it is argued
would not continue to be used unless the advertisements were effective at supporting sales of their products or services. This appears to indicate a failure of feminism in advertising. In
order to assess this the research The aim of the research is to examine the ways in which advertising images have affected the views of young women between (and including)
the ages of 18 years and 24 years on their social and sexual role. As consumption can be linked to the outwards displays of identity and values, which, for the
main part are perceived as a result of product placement and marketing the the link between self perception and advertising can be established. The use of stereotypes is wide scale
in the advertising that influences these areas, and it is noted this will usually reflect idealised images rather than the real world.
A number of theories may explain why gender advertising continues to be successful, including the biological imperative, the impact of social values and a desire to be attractive. Interestingly