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Gender-Pitched Advertising In todays consumer-oriented society ad agencies often ask What makes an effective ad for a man or for a woman Gender has been and continues to be one of the biggest factors in advertising and marketing Gender is frequently used as a basis for segmentation for a significant proportion of products and services To successfully implement such segmentation marketers and advertisers need to understand how men and women process marketing information judge products and behave in the marketplace Advertisements aimed at one sex tend to portray gender differently from advertisements aimed at the other sex Gender portrayals during primetime television are different from those of either daytime or weekendsPutrevu 3 During primetime women are more likely to be shown in positions of authority and in settings away from the home than they are during daytime Men in contrast are more likely to be portrayed as a parent or spouse and in home settings during primetime than they are on weekends Primetime can therefore be referred to as the marked category since it does not over-employ the use of gender stereotypesPutrevu 3 There are no mens beauty and glamour magazines with circulations even approaching those of the womens magazines The very idea of mens beauty magazines may strike one as oddBarthel 149 In our society men are traditionally supposed to make right appearance-without being overly concerned with their looks or beauty Perhaps the best-known male fashion magazine is GQ founded in 1957 The highest circulations for mens magazines are for magazines specializing either in sex or sports That these magazines share an emphasis on power-either power over women or over other men on the playing field-should not surpriseBarthel 150 Sex differences are often attributed to the biological differences such as chromosomes sex hormones emotional make-up and brain lateralization A large body of clinical experimental and observational research suggests that some of the differences observed between the sexes can be attributed
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