Stereotypes in Commercials
Dana Schlosser and Laura Sinopoli
CAN463MA
April 2nd, 2013
Background Information
What is your gender? Do you pay attention to commercials?
MALE FEMALENEVER SOMETIMESALWAYS
Gender Portrayal Balance
Do you think there is a balance in genders seen in commercials?
If no, what do you think the ratio between men and women should be?
YESNO
STUDEN
T 1
STUDET
3
STUDEN
T 5012345678
WOMEN MEN
NOT SEXISTMODERATLY SEXISTEXTREMLY SEXIST
Are Commercials Sexist?
MEN WOMEN BOTH NEITHER0
2
4
6
8
10
12
14
Who is Targeted by Sexism?
CARS FAST FOOD COSMETICS VIDEO GAMES HAIR CARE BABY PRODUCTS
CLEANING0
5
10
15
20
25
MALEFEMALEBOTH
Products That Genders Sell
Endorsements & Buying Behaviour
Does the gender of the person endorsing a product effect your purchasing decision?
Would you buy a product sold by the opposite gender?
YESNO
YESNO
OFTEN NEVER SOMETIMES02468
1012141618
Perceived Gender Roles
DITZY FRAGILE SKINNY SEXUAL ALL APPLY NON APPLY
02468
1012141618
Depiction of Women
Mother (Nurturer) Bulimic Low lives Gold diggers Independent women Not like real life
Other Depiction of Women
MUSCULER RICH ATTRACTIVE DUMB ALL APPLYNON APPLY0
2
4
6
8
10
12
Depiction of Men
YESNO
Are Advertisements Offending?
Kinder Surprise for Girls Diet Commercials Skinny Wendy Oreo Commercial
Offending Advertisements?
STRONGLY AGREE
AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
0
2
4
6
8
10
12
Sexism As a Social Problem
YESNO MAYBE
Gender Bias
YESNOMAYBE
Stereotyping Gender Roles
Women Belong In The Kitchen Women Do The Cleaning Family Travel Together Men Buy Condoms Men Do The Yard Work Men Love Cars Women Are Concerned With Their
Appearance
Stereotypes in Commericals
A LITTLE CHANGE
SOME CHANGE ALOT OF CHANGE
NO CHANGE0
2
4
6
8
10
12
14
Change in Gender Roles
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