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Media Portrayal of Gender Differences in Communication Styles By Jacob Chavez Psychology of Gender August 3 2000 It is difficult to avoid the portrayal of sex differences The media uses its tension and power in advertising more than anything else One can open up an advertisement and it wont take long to find men and women posing in stereotypical ways women being women and men being men One of the leading clothing marketers among young adults is the company Abercromie and Fitch Currently this company rides the crest of this powerful wave They have found a niche that targets these young adults who want to look sexy and attractive and will spend big money to do so So who sets these standards Well it is true that the media has a large influence on what is popular They work in complex ways With an intelligent marketing ploy the company can not only sell their product for its quality and functionality but they can also have a large influence what these customers will see as popular Abercrombie and Fitch have a brilliant marketing strategy They send out catalogs just like the rest of them but they answer the critical question What does a popular college student or young adult involved in a highly critical social environment want most They realize that they want to fit in So they portray other young adults maybe the more ideological representation much like themselves to compare themselves to Its like looking into a mirror and seeing someone much like yourself but different better The company wants you to look into this mirror and say I could be like that As soon as you say that provided you have some money in your pocket theyve sold you In analyzing these portrayals I will speak very ideologically and free flowing in attempt to provide visualization from my perspective which might represent a common kind of thinking
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