Motivations and attitudes towards the consumption of male grooming products: The influence of gender role portrayals in modern advertising.

Abstract

Advertising is, arguably, one of the most influential tools in spreading stereotypical ideas and in affect has created certain perceptions in real life. Although gender roles are considered antiquated by most, advertising still falls under criticism as it is presenting a non-realistic view of modern society. As society is changing, it is a generally assumed that advertising is gradually changing to reflect this process. This paper will examine how advertising has altered to mirror the changes in society and how consumers react to gender roles in advertising. It particularly examined gendered products and whether or not consumers are making purchase decisions depending on how they identify their own sexuality. This paper argued that products that carry a gender identity require careful advertising and marketing when targeting specific markets as consumers use products to represent of themselves. Finally, although gender representations are still prevalent in advertising, they are altering to match the gender roles merging in society.

Key Words: Advertising, Gender role portrayals, Gender perception, Hofstedes masculinity dimensions, Consumer psychographics.