Globalization: Mass Marketing to the Sexes

Globalization: Mass Marketing to the Sexes is a short documentary which explores different ways marketers aim their products, stores, and even ads towards either women or men in terms of globalization. The goal of these marketers is to sell a desire of the product for the consumer, no matter which sex they are aiming for.
Marketing towards gender is first seen in the documentary as ways in which certain stores are decorated, arranged, and overall targeted as either a womens or mens type of store. Product function, shape, color, store layout are other aspects which can send a sexual preference to costumers. Stores such as Auto Zone and Forever 21 are great representations of stores which take into consideration different aspects which appeal to sexes.
Commercials, like stores, use visual representations to describe the sex they are marketing to. However, commercials use another aspect: verbal communication. For males, Pepsi Max is a soda which is titled the first diet cola for men. Men are seen in commercials as strong, manly, and unbreakable. For women, Smartfood Snacks are described as being only in a womans world. In these ads women are seen as sophisticated, social, independent and classy. Both of these ads seen in this documentary are great representations of what is truly girly-girl and muscle man-ly. Even the ads which downplay the intelligence of the women, show a variety of products and services available to consumers. Through comedy, these products are made desirable by demeaning sexes—still selling through androcentric ideology.
The end of the documentary is a great close to illustrate how real consumers view different products as being feminine or masculine. The documentary and participants interviews do a great job of summing up all of the different types of things discussed such as color, shape, even product function, to put into play exactly what the documentary is showing is the goal of marketers globally.

Caroline Mealor
Sammy Towne
Kyndal Rodgers
Kristen Katibah
Adair Galanski

Category:

Education

Tags:

• Documentary

[razoor3701]

Awesome Video