Essay Quotes - number three

Gender targeting in print ads - Nicola Batchelor
Date accessed: 17/4/08
Source: http://www.aber.ac.uk/media/Students/nrb0001.doc

"perceive themselves"
"aspire to"
"how they want to be perceived by members of their own and the opposite sex"
THIS RELATES TO DIMBLEBY AND BURTON
HOW I SEE ME
HOW OTHERS SEE ME
HOW I WANT TO BE SEEN
"adverts present a particular version of reality which is tailored to fit the presumed attitudes and values of the targeted audience"
"associating the product with desirable qualities"
"men are allowed to see themselves as dominating and strong"
"familiar icon of masculinity, independence and ruggedness"
"men have to be shown as being men, they cannot be effeminate"
"good looking, calm and cool guy"
"idea of masculine power and seriousness as opposed to the female relaxed carefree attitude"
"adverts often portray the denders as opposites"
"advertisements have the difficult task of stressing gender difference in an era characterized by a loosening of rigid gender distincions"
"the complexity of individual character into a set of simple, socially definied distinctions"
"adverts do not create these values out of nothing but instead they draw on our desires and aspirations"
"men compete for success and women"
"men do not identify with images of men as easily as women identify with images of women because it is not considered to be the norm"
"men in adverts are shown to be doing the achievable; they often feature in a working enviornment aor at the gym because it is what they can do and achieve"
"men are often shown just the product. this is because men are less likely to want to identify with images of men"