Description
Many marketing efforts perpetuate the gender stereotypes that are steeped in our culture. Two examples at attempts to maintain these stereotypes through advertising are the Bic Critsal For Her and the Easy Bake Oven. These two conceivably innocuous items triggered a flood of articles, petitions, and videos, denouncing their perceived underlying messages.
Many marketing efforts perpetuate the gender stereotypes that
are steeped in our culture. Two examples at attempts to maintain
these stereotypes through advertising are the Bic Critsal For Her
and the Easy Bake Oven.
These two conceivably innocuous items triggered a flood of
articles, petitions, and videos, denouncing their perceived
underlying messages.
The first controversy that erupted surrounded the Bic Cristal For
Her pen. This pen was created and packaged specifically for
women to use. Several groups lashed out at Bic, calling their
attempt to target women with “lady pens” sexist and demeaning.
Its detractors felt the campaign was degrading and fed into
stereotypes by highlighting the thin design and the use of pastel
colors. The negative press was overwhelming, although the pens
have remained on the market.
Consumers also targeted those responsible for marketing the
Easy Bake Oven by sending a petition asking its parent company
Hasbro to make the ovens in colors other than pink and purple.
Thousands of individuals signed the petition asking for alternative
oven colors after a teenage girl from New Jersey was angered
that her younger brother would have no other option but to use an
oven in the colors that are considered stereotypically female. It
was argued that the colors supported the stereotypical view that
only young girls would want to bake. The signers of the petition
felt that young boys who might want to use the toy would be more
likely to practice their baking skills if the color of the oven was
gender neutral.
Consider these two stories and think about your own reactions to
the responses to the advertising and merchandising of these
items.
2- to 4- page paper:
•
Identify specific messages about gender presented in the mass media.
•
Discuss messages about gender you have received from your family or
cultural group.
•
Analyze how these messages have influenced your experience with
gender.
Explain how you might address issues related to sexism in the mass media
and diverse cultural beliefs about gender and gender roles in your social
work practice
Purchase answer to see full
attachment
are steeped in our culture. Two examples at attempts to maintain
these stereotypes through advertising are the Bic Critsal For Her
and the Easy Bake Oven.
These two conceivably innocuous items triggered a flood of
articles, petitions, and videos, denouncing their perceived
underlying messages.
The first controversy that erupted surrounded the Bic Cristal For
Her pen. This pen was created and packaged specifically for
women to use. Several groups lashed out at Bic, calling their
attempt to target women with “lady pens” sexist and demeaning.
Its detractors felt the campaign was degrading and fed into
stereotypes by highlighting the thin design and the use of pastel
colors. The negative press was overwhelming, although the pens
have remained on the market.
Consumers also targeted those responsible for marketing the
Easy Bake Oven by sending a petition asking its parent company
Hasbro to make the ovens in colors other than pink and purple.
Thousands of individuals signed the petition asking for alternative
oven colors after a teenage girl from New Jersey was angered
that her younger brother would have no other option but to use an
oven in the colors that are considered stereotypically female. It
was argued that the colors supported the stereotypical view that
only young girls would want to bake. The signers of the petition
felt that young boys who might want to use the toy would be more
likely to practice their baking skills if the color of the oven was
gender neutral.
Consider these two stories and think about your own reactions to
the responses to the advertising and merchandising of these
items.
2- to 4- page paper:
•
Identify specific messages about gender presented in the mass media.
•
Discuss messages about gender you have received from your family or
cultural group.
•
Analyze how these messages have influenced your experience with
gender.
Explain how you might address issues related to sexism in the mass media
and diverse cultural beliefs about gender and gender roles in your social
work practice
Purchase answer to see full
attachment
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