Question

Sex Roles and Selling

This exercise is designed to help students think critically about how gender roles may affect consumer perception, selling a product,
consumption of certain consumer products or brands and how companies promote their products/services.
Societies tend to assign a set of traits or characteristics to males (e.g., aggressiveness, toughness) and another set to females
(e.g., tenderness, obedience). This division in gender roles can also affect promotions, selling, perceptions and consumption of
certain products or brands.
Traditionally, some products or brands have been perceived as masculine (e.g., pocket knife, Marlboro cigarettes), while others
have been perceived as feminine (e.g., hand lotion, Virginia Slim cigarettes). However, it is observed that the link between gender
roles and consumer products has gradually been eliminated for many products, while for other products, the link still lingers.
1. For this discussion forum, you will need to find and collect two print (or online) ads:
• One ad should represent a brand of consumer product that illustrates a diminishing link between gender roles and the
product.
• The second ad should demonstrate an enduring link between gender roles and the product.
2. Post each ad by attaching them to your discussion forum post.
3. Then, explain how you selected each ad. Break down the elements of the ad and justify your reasoning for why you think the
brand is moving in that particular direction. Why is this brand moving away from (or keeping) its link between gender roles.
NOTE: Your initial post should be no less than 100 words.
NOTE: comment on at least 1 of your classmates' posts and let them know if you agree/disagree with their assessment (be
respectful of everyone's opinions).

Answer 1

Gender roles have traditionally influenced the marketing of products, with some brands reinforcing and others diminishing these links. Ads for analysis should be selected based on imagery, language, and portrayed roles to assess the direction of the brand's association with gender norms.

The connection between gender roles and consumer products is a reflection of societal norms that assign particular traits and characteristics to males and females. These norms influence consumer perception and marketing strategies. Companies have historically marketed products by associating them with either masculine or feminine traits, shown in products like pocket knives or hand lotion. However, there has been a shift with some brands diminishing this link, promoting products in a more gender-neutral way, while others maintain traditional gender associations.

When selecting ads to discuss the changing or enduring links between gender roles and products, the elements to look for include the imagery used, the language of the ad copy, the roles portrayed by the individuals in the ad, and the overall message of the campaign.

An ad featuring a woman in a leadership role promoting a tech gadget may illustrate the diminishing gender-role link, while an ad showing only men as rugged and outdoorsy while using a particular product could represent an enduring link.

Children's toys and activities have often reflected cultural gender roles, with boys being encouraged to play with action-oriented toys and girls with nurturing-role toys.

Similarly, occupational roles in adulthood often align with these early socialized gender roles, demonstrating societal expectations. See how these traditional roles are being challenged or reinforced in the selected ads and assess the implications of these marketing approaches.