research presentation hatmaker
DESCRIPTION
Senior Thesis Topic PresentationTRANSCRIPT
Gender and Advertising
Brought to you by
Jordan Hatmaker
My Research
• Women and men in magazine advertising
Women in men’s magazines
Men in women’s magazines
“Table of Contents”
• Significance
• Critical Research
• Research Question
• Methods
• Future Research
Important because…
• Media has a strong societal impact
• Analyze media’s influence of gender stereotypes/behaviors
How are men & women being portrayed in magazine ads? Why are they being shown this way?
Are they being shown differently to audiences of the opposite sex? (as opposed to those of their own sex)
Gap in research
Big Hitters
• Kolbe & Albanese• Objectification of men• Ideal male image• Sole-male images
• Erving Goffman (my hero)• “Father of Gender Advertising” –nominated by
Jordan Hatmaker• Semiotic analysis of advertising• Looked at codes, meanings, & societal
relationships in ads
Research Question
• RQ: How do the representations of men and women differ in magazines that are geared toward the opposite sex?
Method• Semiotic Analysis
• Details • Composition• Social themes
– “Frith’s Level of Analysis”• The Surface Meaning• Advertiser’s Intended Meaning• Cultural/Ideological Meaning
• Focus Groups• Use side-by-side comparison• To gain further perspectives/insight from others
Theory
• Semiotics– Multimedia Semiotics– Objects (people) act as signs which function
in relation to other signs (people, products, clothing, props, etc.)
Future Research
• Text Analysis
• How to advise industry on tailoring ads to break down stereotypical images