Cop 3 Ideas

My idea is to look at gender biased advertisements. I think this will extend on nicely from Cop2 looking at gender equality. I would like to look at how gender influences selling products through sex, sexism, and bias. I want to consider the effect that this has on modern culture and gender equality. 

A few questions to consider :
Is this still occuring? 
What is more popular sexist advertisement or gender neutral? 
How could we advertise gender specific products without using gender? 
Why are certain products gender specific?
What lies behind the companies choice to be sexist? 
Morals of the celebrities being the face of these products

Things to research: 

      -       Different forms of advertisement e.g photography, magazine covers, online articles, radio, youtube

-        Gender biased companies : Tom Ford, Yorkie, Nivea, Fifa, Heineken, Carlsberg, Tipalet, Bic Pen for her, Burger King, Drive like a girl, Dr Pepper, Dove for men, Lynx, Dolce and Gabanna, Kenwood, BMW etc. Is it reverse psychology to pushing the opposite sex to buy it or are they splitting their target audience in half?

-        Ellen Degeneres on ‘bic for her’ https://www.youtube.com/watch?v=eCyw3prIWhc

-        Gender neutral companies, unisex clothing - Sketchers, American Apparel
Unisex fragrance – Tom Ford, Calvin Klein, D&G

-        Use of gender and sex within advertisement and how this sells

-        Gender neutral advertisement in comparison to biased, which one is most popular?

-        Androgynous dress, fashion advertisements, magazines, books into gender in fashion

-        Articles on the subject : online, newspapers, essays

-        Subtle sexism – What companies try to get away with : Gerard Butler ‘man of today’

-        Celebrities and how they influence sexism :

Jaden Smith wore dress to prom

Brad Pitt and Angelina’s children dressing as the opposite sex

Bruce/Caitlyn Jenner in advertisement : Vanity Fair

-        Advertisement timeline – how it has changed over the years. Has this had an effect on culture?

-        Books :
Gender advertisement : ‘Gender Advertisements’ Goffman, Erving 659.1
Advertising Cultures : gender, commerce and creativity . Nixon, Sean 659.1
Gender Bias : ‘The beauty bias : the injustice of appearance in life and law.’ Rhode, Deboroah, 301.412
Gender representation : ‘Public bodies – private states : new views on photography, representation and gender’ Brettle, Jane, Rice, Sally and Rice, Stanley 770.9
‘Music video and the politics of representation’ Watson, Paul and Railton, Diane 302.23
‘The power of the image : essays on representation and sexuality’ Kuhn, Annette 791.1
Sex in advertisement : ‘Soap, sex and cigarettes : a cultural history of American advertising’ Sivulka Juliann 659.1
‘Sex appeal : the art of allure in graphic and advertising design’ Heller, Steven 659.1
‘Best Ads: Sex in advertising’ Saunders, Dave 741.67
General rules of advertising : ‘Advertising’ Yeshin, Tony 659.1
‘Contemporary Advertising’ Arens, William 659.1
‘Victorian Advertisements’ De Vries, Leonard 741.67

Images

Websites :

http://www.genderfoodculture.com/tag/gender-bias-and-sexism-in-advertising/
	https://www.youtube.com/watch?v=Njq9wNpSXQM
	https://www.youtube.com/watch?v=FhbYbIgjjjA
	https://www.youtube.com/watch?v=PnDgZuGIhHs
	http://www.theguardian.com/media-network/2015/may/26/eight-ads-shatter-gender-stereotypes
	http://www.theguardian.com/lifeandstyle/2014/apr/22/gendered-toys-stereotypes-boy-girl-segregation-equality http://www.theguardian.com/science/brain-flapping/2013/aug/30/women-yogurt-connection-advertising http://www.fastcocreate.com/3021258/swedish-theaters-now-using-bechdel-test-to-rate-films-on-gender-bias

        http://magazine.good.is/articles/intermission-what-if-gender-roles-in-advertising-were-reversed

        https://www.youtube.com/watch?v=hZkC_fNxmQk

Locations :

- Television
- Radio
- Music
- Restrooms
- Fashion stores
- Perfume stores
- Beauty counters
- Billboards - outside on the streets
- Cinemas