gender and media
Nowadays, advertisements cannot be separated from our daily live. Our consuming behaviour is closely affected by these advertisements. From the process of consumption, we can fulfil our desires and the pleasure of consumption as well. To increase the sales of the products, a successful advertising strategy is very important. Due to commercialism, advertisers differentiate their products with different advertising approaches, in different target audience. In this paper, I will focus on advertising approaches commonly appeared in Hong Kong woman's magazine (Cosmopolitan). Through the analysis of them, I try to find out the binary division of gender roles in the specific ap
Under the romantic atmosphere, a gentleman appreciated the lady by holding a drawing of a diamond ring or flowers. At last, the feeling used in this advertisement is playful appealing with some humorous humour like those men misunderstands a woman. Stereotype of gender, here is defined as a set of inaccurate, simplistic generalizations about groups of individuals. In this paper, I would focus on the category of advertisement target on Female consumers in woman's magazine. It shows a culture of socialization. These images satisfy a woman's societal criteria that women are likely to select man with money, power, and prestige and these all are the important criteria for women to select mates. Also, the binary division of gender induces different approaches of advertising, such as romance, autonomy and sexual approaches. Meanwhile, the advertising background focuses on a lady in the middle class. The woman, who has stood in the middle of the men, by showing her powerful. He provides flowers to make her attraction. There is one lady and three men in this advertisement, the lady with larger size displays on the left hand side whereas the man with smaller size displays on the right hand side. Form that, we can say she was emotional and passive, but the man is rational and active.
Common topics in this essay:
Tai Fok,
Hong Kong,
,
binary division,
division gender,
binary division gender,
criteria women select,
paper focus,
size displays,
criteria women,
diamond ring,
advertising approaches,
woman's magazine,
women select,
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Acceptance Essays
