Case Analysis Example: Effects of Ads on Gender

INTRODUCTION

Based on Craig, ads are crafted image bundles that are designed frequently and associated with a certain product with pleasure feelings that stem from the fantasies along with anxieties (1997). Many organizations do pay the advertising especially the tv houses to promote their products and services. Brierley highlights that ads do manage as well as get a handle on the customers markers at cheapest possible (1995). Therefore advertisers are more than willing to manipulate their targeted customers’ fantasies as well as exploiting the gender identities while selling their products.

In advertising industries gender encompass a lot of dilemmas such as temperament, abilities, behaviors, and skills based on how a culture defines males and females included in the society’s gender constructs. And so the advertisers and the marketers have an alternative way of performing their activities when they are targeting the males when compared with when their targets are females. It is because the responses of the targeted individuals are highly predicated on their genders.

Based on Edmonds, M. (2013), many companies do spend million of dollars annually to persuade many customers to purchase their products and services. It is not simple to under estimate the advertising impact on the client or the clients targeted for various products and services. Through advertising many of the organizations try to win the hearts as well as hard earned coins of the targeted clients. Companies have different products and services targeted to various audiences. You will find products which can be targeted specifically to the youths. Other products are targeted to women, others to men and the old are not omitted as they too have their share.

This report is aimed at analyzing both men and women in the advertising industry in the television. The report calls for an analysis of different products advertised in a television program and there preference to both men and women while the targeted audience by different companies manufacturing and attempting to sell different products and services. The research question for this report is whether gender targeted ads work well. Gender based advertisements do play an important part while determining how both males and females perceive different products and services in the market. Both men and women have different perceptions and preferences. The job of the advertising industry is trying to persuade the men and the females to have a different perception and preferences of different products and services in the market. Through advertisements, many individuals are able to change their perceptions and preferences and begin to like products and services that were perhaps not their favorites before. The media more specifically the tv advertising programs has had the oppertunity to change the perceptions that numerous men and women have concerning a few of the products available in the market. The media has had the oppertunity to avoid many stereotypes that both men and women have fully internalized. For instance, lots of men believe that man should own property while women should concentrate on home making dilemmas. Thus men will be aiimed at buy properties such as cars and building more in comparison with women. Organizations that manufacture utensils will target women more than men because women use utensils frequently than men. Such stereotypes have now been broken by the media through advertisements and many men as well as women have been in a position to change their mentality and perceptions towards these products. Through ads both women and men have now become targeted consumers regardless of their gender and also this is what has generated the question whether gender targeted advertisements are effective.

The independent variables in this report are males and females whilst the dependent variable is the advertising industry. The males and females are categorized in three groups including the young, the middle aged and the old. The coding scheme used in this report is that 1 represents the young, 2 represents the center aged while 3 represents the aged. Many advertisements are aiimed at the middle and old aged males and females because these are the ages when people have gained financial stability and can afford to buy some products. The young people may possibly still be reliant on their parents thus incapable of purchase a few of the products specially those involving huge financial investments. Even though the young ones may not be a key target in some advertisements, they are targeted for products and services that are created specifically for the young ones and that's why the percentage of young related ads may well be more than that of middle and old aged women and men when the products and services are aiimed at the young adults. This implies that the advertising industry in collaboration with the various manufacturing and attempting to sell industries have defined their customer targets depending on the products and services they are manufacturing. The issue of gender is available in because a few of the manufactured products and services are aiimed at a specific gender. The companies might be manufacturing and selling bicycles for example. Young males like riding bicycles more than young females and then the young males will be the main targets in this kind of an advert. And so the percentage of young males in this case is going to be higher than that of the young females.

The expectations with this study on the basis of the research question whether gender targeted advertisements are effective is that advertising has a great impact on the targeted populations. This is because advertisements are too influential and it's also through advertisements that organizations reach out to their customers and persuade them to buy their products. Advertising is gender based based on Edmonds, M. (2013) though some of the ads are unisex. As noted in the frequency table below the advertisements targeting the young and old aged males is 30 percent while that of middle aged males is 40 per cent. This indicates that numerous companies have a higher preference of the center aged males as compared to the young and the old. Female related ads however are quite distinctive from that of the male opponents…