Stereotypes in Commercials

Stereotypes in Commercials

Dana Schlosser and Laura Sinopoli

CAN463MA

April 2nd, 2013

Background Information

What is your gender? Do you pay attention to commercials?

MALE FEMALENEVER SOMETIMESALWAYS

Gender Portrayal Balance

Do you think there is a balance in genders seen in commercials?

If no, what do you think the ratio between men and women should be?

YESNO

STUDEN

T 1

STUDET

3

STUDEN

T 5012345678

WOMEN MEN

NOT SEXISTMODERATLY SEXISTEXTREMLY SEXIST

Are Commercials Sexist?

MEN WOMEN BOTH NEITHER0

2

4

6

8

10

12

14

Who is Targeted by Sexism?

CARS FAST FOOD COSMETICS VIDEO GAMES HAIR CARE BABY PRODUCTS

CLEANING0

5

10

15

20

25

MALEFEMALEBOTH

Products That Genders Sell

Endorsements & Buying Behaviour

Does the gender of the person endorsing a product effect your purchasing decision?

Would you buy a product sold by the opposite gender?

YESNO

YESNO

OFTEN NEVER SOMETIMES02468

1012141618

Perceived Gender Roles

DITZY FRAGILE SKINNY SEXUAL ALL APPLY NON APPLY

02468

1012141618

Depiction of Women

Mother (Nurturer) Bulimic Low lives Gold diggers Independent women Not like real life

Other Depiction of Women

MUSCULER RICH ATTRACTIVE DUMB ALL APPLYNON APPLY0

2

4

6

8

10

12

Depiction of Men

YESNO

Are Advertisements Offending?

Kinder Surprise for Girls Diet Commercials Skinny Wendy Oreo Commercial

Offending Advertisements?

STRONGLY AGREE

AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

0

2

4

6

8

10

12

Sexism As a Social Problem

YESNO MAYBE

Gender Bias

YESNOMAYBE

Stereotyping Gender Roles

Women Belong In The Kitchen Women Do The Cleaning Family Travel Together Men Buy Condoms Men Do The Yard Work Men Love Cars Women Are Concerned With Their

Appearance

Stereotypes in Commericals

A LITTLE CHANGE

SOME CHANGE ALOT OF CHANGE

NO CHANGE0

2

4

6

8

10

12

14

Change in Gender Roles