Promotional Culture 2008: Promotional Culture 2008: Comm 5057Comm 5057

Unit 7 - Unit 7 -

Age, Gender and Age, Gender and ethnicity in advertisingethnicity in advertising

Age - introduction:Age - introduction:We’ve already noted the ‘logic’ of consumer culture - to make We’ve already noted the ‘logic’ of consumer culture - to make meaning making a function of ‘buying stuff’ in all aspects of meaning making a function of ‘buying stuff’ in all aspects of life. It is therefore logical that this logic applies to all age life. It is therefore logical that this logic applies to all age groups - literally ‘from groups - literally ‘from cradle to grave’cradle to grave’

Not all age groups are marketed to using the same modes of Not all age groups are marketed to using the same modes of address, but a few ‘meta-trends’ address, but a few ‘meta-trends’ dodo dominate ‘age dominate ‘age marketing’:marketing’:

Controversially, marketing and advertising is being directed to ever Controversially, marketing and advertising is being directed to ever younger childrenyounger children, , and this extension involves a widening array of and this extension involves a widening array of more expensive good and servicesmore expensive good and services

Children make great customers because they are ‘empty sets’ - less Children make great customers because they are ‘empty sets’ - less imprinted by culture, more open to being ‘sold’ new experiences and imprinted by culture, more open to being ‘sold’ new experiences and influences, and less conservative with money (often their parents $$). influences, and less conservative with money (often their parents $$). Marketing is becoming ‘youth driven’ as a resultMarketing is becoming ‘youth driven’ as a result

The result is the The result is the ‘Kidult’ or ‘Rejuveline’‘Kidult’ or ‘Rejuveline’. . Even adults are increasingly Even adults are increasingly being ‘hailed’ by advertisers to think, dream and desire as if we were being ‘hailed’ by advertisers to think, dream and desire as if we were very young, as if their very young, as if their ‘aspirational age’‘aspirational age’ was much less than their real was much less than their real age. Why? The middle aged are 1) affluent and 2) afraid of getting oldage. Why? The middle aged are 1) affluent and 2) afraid of getting old

Age - introduction:Age - introduction:We are also seeing more We are also seeing more ‘‘generational micro marketinggenerational micro marketing’ ’ to different age to different age groups that are assumed to have different wants and needs groups that are assumed to have different wants and needs fromfrom each other, each other, and share certain technological, musical, literary and pop cultural textual and share certain technological, musical, literary and pop cultural textual references references withwith each other. This goes beyond teens vs adults. So we have each other. This goes beyond teens vs adults. So we have seen the rise of:seen the rise of:

Baby boomersBaby boomers

DINKs, SWFs, YUPPIES etcDINKs, SWFs, YUPPIES etc

Generation XGeneration X

Generation YGeneration Y

‘‘Tweens’Tweens’

N[et] Gen - etc etcN[et] Gen - etc etc

To what extent have these ‘generations’ arisen spontaneously in pop culture To what extent have these ‘generations’ arisen spontaneously in pop culture and to what extent they are and to what extent they are inventionsinventions by marketers? Can we even tell by marketers? Can we even tell anymore? Businesses believe it though – for instance the 10 TV network anymore? Businesses believe it though – for instance the 10 TV network targets Gen X&Y, and accepts a lower overall market share as a resulttargets Gen X&Y, and accepts a lower overall market share as a result

Where does this leave Where does this leave the elderlythe elderly? They are a tough market because they are ? They are a tough market because they are not ‘needy consumers’, plus they are seen as ‘unsexy‘ in an aspirational not ‘needy consumers’, plus they are seen as ‘unsexy‘ in an aspirational world. Yet they are the fastest growing demographic Australia and control world. Yet they are the fastest growing demographic Australia and control increasing wealth. So expect advertisers to ‘follow’ baby-boomers as they ageincreasing wealth. So expect advertisers to ‘follow’ baby-boomers as they age

Case study - ‘Tweens’:Case study - ‘Tweens’:TweensTweens are a marketing phenomenon, and have caused a ‘backlash’ are a marketing phenomenon, and have caused a ‘backlash’ moral panic from parents. Tweens are children aged from around 8-moral panic from parents. Tweens are children aged from around 8-12, (just before puberty). This category didn’t exist ten years ago, 12, (just before puberty). This category didn’t exist ten years ago, but now the tween market is worth billions. Tweens are assumed to but now the tween market is worth billions. Tweens are assumed to have all sorts of needs, aspirations and brand loyalties in product have all sorts of needs, aspirations and brand loyalties in product areas that until recently wouldn’t have been of interest to them at areas that until recently wouldn’t have been of interest to them at all:all:

Because tweens are too young to have their own income, tween Because tweens are too young to have their own income, tween spending works though parents. Tweens use spending works though parents. Tweens use ‘pester power’ ‘pester power’ to to pressure parents to buy stuff for them. Parents themselves may feel pressure parents to buy stuff for them. Parents themselves may feel pressure to buy stuff for tweens for their own pressure to buy stuff for tweens for their own ‘social status’ ‘social status’ reasons. reasons. Stingy parents may even feel they are abusing their children!Stingy parents may even feel they are abusing their children!

Double income parents may feel guilty about not having ‘quality time’ Double income parents may feel guilty about not having ‘quality time’ with with ‘latchkey children’‘latchkey children’ – leaving them vulnerable to ‘guilt spending’– leaving them vulnerable to ‘guilt spending’

‘‘Networked’ tweens are voracious users of mobile phones, social Networked’ tweens are voracious users of mobile phones, social networking sites and computer games - and they can quickly spread networking sites and computer games - and they can quickly spread marketing trends ‘virally’ in their peer groups and the schoolyardmarketing trends ‘virally’ in their peer groups and the schoolyard

By starting them young, marketers hope to induce By starting them young, marketers hope to induce ‘cradle to grave ‘cradle to grave brand loyalty’brand loyalty’ and an ‘aspirational mindset’ (the idea that they are and an ‘aspirational mindset’ (the idea that they are entitled to only ‘the best’, and that best is always about more ‘stuff’)entitled to only ‘the best’, and that best is always about more ‘stuff’)

Case study - ‘Tween’ ethics:Case study - ‘Tween’ ethics:Important Important ethical issuesethical issues go beyond the ‘moral panic’ that posits go beyond the ‘moral panic’ that posits ‘innocent children’ having their childhood ‘stolen’ by advertising. Is ‘innocent children’ having their childhood ‘stolen’ by advertising. Is childhood really innocent? Are children ‘perfect little beings’, and is childhood really innocent? Are children ‘perfect little beings’, and is believing that just hopeless nostalgia? Ethical issues include:believing that just hopeless nostalgia? Ethical issues include:

Children’s ‘unique vulnerability’Children’s ‘unique vulnerability’ to promotional rhetoric. Are children to promotional rhetoric. Are children capable, at their stage of brain development, of being able to comprehend capable, at their stage of brain development, of being able to comprehend advertising for what it is - not just another story that can be incorporated advertising for what it is - not just another story that can be incorporated into a play or fantasy life, but a highly structured text whose ultimate goal into a play or fantasy life, but a highly structured text whose ultimate goal is behaviour change at the level of consumerism. If we accept that children is behaviour change at the level of consumerism. If we accept that children areare especially vulnerable - what if anything should parents, and especially vulnerable - what if anything should parents, and governments do about it? governments do about it?

The The sexualisationsexualisation of ever younger children is hotly debated . Because so of ever younger children is hotly debated . Because so much of our adult spending is devoted to the display of wealth, beauty and much of our adult spending is devoted to the display of wealth, beauty and sexual attractiveness, and because so much of our media is saturated with sexual attractiveness, and because so much of our media is saturated with ‘celebrity culture’, there is a marketing logic about selling bras, crop tops ‘celebrity culture’, there is a marketing logic about selling bras, crop tops and makeup to 8 year olds that are being socialised into a Paris Hilton and makeup to 8 year olds that are being socialised into a Paris Hilton worldworld

Again there is Again there is the question of universal commodification of lifethe question of universal commodification of life and the slow and the slow replacement of parents, religion and even schooling by marketing as the replacement of parents, religion and even schooling by marketing as the most important socialiser of children. Should society as a whole demand most important socialiser of children. Should society as a whole demand more from its future citizens that just the ability to shop til they drop?more from its future citizens that just the ability to shop til they drop?

Age, advertising and legislation:Age, advertising and legislation:Debates about ‘protecting children have occurred against a backdrop of Debates about ‘protecting children have occurred against a backdrop of a huge increase in children’s TV advertising and co-promotions between a huge increase in children’s TV advertising and co-promotions between toy producers, films and fast food outletstoy producers, films and fast food outlets

Much of the concern has been directed at the Much of the concern has been directed at the convergenceconvergence between between cartoon TV/movie heroes and advertising – in other words where does the cartoon TV/movie heroes and advertising – in other words where does the fantasy life ends and the selling begin?fantasy life ends and the selling begin?

The The Australian Communications and Media Authority Australian Communications and Media Authority oversees the 1992 oversees the 1992 Broadcasting Services Act and its codes of practice in this area. The Broadcasting Services Act and its codes of practice in this area. The Children’s Television Standards Children’s Television Standards limit ads in specific children’s (‘C’) TV limit ads in specific children’s (‘C’) TV ‘time bands’ to 13 minutes per hour. HOWEVER just outside those times ‘time bands’ to 13 minutes per hour. HOWEVER just outside those times studies have found up to 15 junk food commercials per hour!studies have found up to 15 junk food commercials per hour!

Some countries have much stricter regimes - in Sweden advertising to Some countries have much stricter regimes - in Sweden advertising to children on the TV is banned! children on the TV is banned!

None of this however addresses the growing percentage of advertising None of this however addresses the growing percentage of advertising found on line and on mobile phones - which is far harder to regulatefound on line and on mobile phones - which is far harder to regulate

Other Other age related advertising age related advertising trends:trends:

‘‘Cool Hunting’Cool Hunting’

– Relates back to youth and their ‘experimenting’ with identity. In a product-Relates back to youth and their ‘experimenting’ with identity. In a product-saturated market new trends and fashions must always emerge to make saturated market new trends and fashions must always emerge to make new meanings and restimulate consumer demand. Nothing does this like new meanings and restimulate consumer demand. Nothing does this like ‘youth cool’ that arises from subcultures, ethnic underclasses, street ‘youth cool’ that arises from subcultures, ethnic underclasses, street fashion, music etc. These days marketers know that in any youth group it is fashion, music etc. These days marketers know that in any youth group it is the 10-15% of the 10-15% of ‘style influencers’‘style influencers’ that spread trends. These ‘cool kids’ are that spread trends. These ‘cool kids’ are now relentlessly hunted by marketers so that their edgy style can be now relentlessly hunted by marketers so that their edgy style can be appropriated and re-packaged for the massesappropriated and re-packaged for the masses

An emerging oldies market?An emerging oldies market?

– APIA commercials! APIA commercials! Retiring baby boomersRetiring baby boomers (sea changing/tree changing) (sea changing/tree changing) wealthy, generally healthy, the kids are gone, and they don’t think of wealthy, generally healthy, the kids are gone, and they don’t think of themselves as old. They are the first generation who want to think young themselves as old. They are the first generation who want to think young forever. There are huge opportunities to market new products (hi-tech, forever. There are huge opportunities to market new products (hi-tech, financial services products, property, retirement toys, and experiences financial services products, property, retirement toys, and experiences (holidaying, leisure, gambling) to these people, especially men (cosmetics (holidaying, leisure, gambling) to these people, especially men (cosmetics to 60 year old men?). These people aren’t 17 any more, but they DON’T to 60 year old men?). These people aren’t 17 any more, but they DON’T want marketers to acknowledge their real age! Here is a huge opportunity!!want marketers to acknowledge their real age! Here is a huge opportunity!!

Gender - stereotypes:Gender - stereotypes:

We need to remember that We need to remember that sexsex and and gendergender is not the same is not the same thing. Your sex is biologically determined, but notions of thing. Your sex is biologically determined, but notions of gender are largely culturally determined and are reinforced gender are largely culturally determined and are reinforced by by stereotypingstereotyping - the repetition of gender norms in culture - the repetition of gender norms in culture

Gender stereotypes in society, reflected in advertising, are Gender stereotypes in society, reflected in advertising, are so familiar we hardly notice them:so familiar we hardly notice them:

The male ‘hunk’, pursuer of womenThe male ‘hunk’, pursuer of women

The female ‘babe’, seductressThe female ‘babe’, seductress

The father wage earner - head of the householdThe father wage earner - head of the household

The mother figure - protector of home and childrenThe mother figure - protector of home and children

With children, we see different stereotypes:With children, we see different stereotypes:The sexualised young girl as sophisticated ‘boy teasers’The sexualised young girl as sophisticated ‘boy teasers’

The young boy as potential sports superstarThe young boy as potential sports superstar

(more about this next week in ‘age and advertising’)(more about this next week in ‘age and advertising’)

Gender - stereotypes:Gender - stereotypes:

The keywords when analysing gender representations The keywords when analysing gender representations are:are:

Objectification Objectification –– where people are portrayed as mere where people are portrayed as mere ‘bodies’ or body parts, flesh to be consumed visually‘bodies’ or body parts, flesh to be consumed visually

Essentialism Essentialism - presenting gendered stereotypes as if - presenting gendered stereotypes as if they were natural, not culturalthey were natural, not cultural

Reductionism Reductionism - reducing the range of possible - reducing the range of possible gender models / roles to the bare minimumgender models / roles to the bare minimum

Binary oppositions Binary oppositions - constructing these stereotypes - constructing these stereotypes as the black and white opposites of each otheras the black and white opposites of each other

Challenging gender stereotypes - the Challenging gender stereotypes - the historical perspective:historical perspective:

A pioneer study by the New York Times in 1972 showed A pioneer study by the New York Times in 1972 showed that more than 1/3 of all ads showed women as domestic that more than 1/3 of all ads showed women as domestic agents who were dependent on men. Nearly half portrayed agents who were dependent on men. Nearly half portrayed women as ‘household functionaries’. Many depicted women as ‘household functionaries’. Many depicted women as merely ‘decorative’ or ‘unintelligent’. Men were women as merely ‘decorative’ or ‘unintelligent’. Men were leaders, action makers, and the clear ‘head of the family’leaders, action makers, and the clear ‘head of the family’

A famous 1979 study by Goffman showed that women in A famous 1979 study by Goffman showed that women in ads were often accorded childlike status, shown as smaller ads were often accorded childlike status, shown as smaller and lower than men and were depicted as withdrawn, and lower than men and were depicted as withdrawn, passive and narcissistic. Their images were also frequently passive and narcissistic. Their images were also frequently cropped and dismemberedcropped and dismembered

As recently as 1986 a study showed that between 80 and As recently as 1986 a study showed that between 80 and 90% of all ads used male voice overs (why?)90% of all ads used male voice overs (why?)

Challenging gender stereotypes - the Challenging gender stereotypes - the social perspective:social perspective:

The last 30 years have changed how these stereotypes are The last 30 years have changed how these stereotypes are reproduced. Old stereotypes haven’t gone, but have been countered reproduced. Old stereotypes haven’t gone, but have been countered with new gender roles in work, childrearing, and relationships. We with new gender roles in work, childrearing, and relationships. We now see:now see:

Women more likely to be accorded status as individuals and even Women more likely to be accorded status as individuals and even experts. They are increasingly allowed to be seen as professionals in experts. They are increasingly allowed to be seen as professionals in the workforce controlling their own spending, not just housewives (but the workforce controlling their own spending, not just housewives (but we also see the rise of the we also see the rise of the ‘‘supermum’supermum’ who tries to be perfect at both)who tries to be perfect at both)

Women’s role as submissive sex object is also changing as many Women’s role as submissive sex object is also changing as many depictions begin to assert a sexual assertiveness and even dominancedepictions begin to assert a sexual assertiveness and even dominance

Importantly, consumption is increasingly seen as an act of ‘self Importantly, consumption is increasingly seen as an act of ‘self pleasuring’ - she does it for herself, not for a man (but she still does it!)pleasuring’ - she does it for herself, not for a man (but she still does it!)

Men are increasingly allowed to be seen as intimate with children and Men are increasingly allowed to be seen as intimate with children and tender (not domineering) with womentender (not domineering) with women

‘‘MetrosexualMetrosexual men’, fashion and grooming conscious - but still ‘manly’ men’, fashion and grooming conscious - but still ‘manly’ husbands and fathers (David Beckham)husbands and fathers (David Beckham)

The arrival of the gay The arrival of the gay ‘pink dollar’ ‘pink dollar’ - wealthy adults with no kids- wealthy adults with no kids

Challenging gender stereotypes - the Challenging gender stereotypes - the advertiser’s perspective:advertiser’s perspective:

Advertisers have had to be responsive to these Advertisers have had to be responsive to these changes, but not ‘step ahead’ of society. For instance, changes, but not ‘step ahead’ of society. For instance, the last 30 years have brought a the last 30 years have brought a crisis of masculinity crisis of masculinity as as ‘stable’ role models for men shrink. Consider:‘stable’ role models for men shrink. Consider:

The case of fashion, grooming products and cosmetics, The case of fashion, grooming products and cosmetics, traditionally a female dominated market. It is obviously in the traditionally a female dominated market. It is obviously in the manufacturers and advertisers interest to try to extend this manufacturers and advertisers interest to try to extend this high added value market to the 50% of people currently off high added value market to the 50% of people currently off limits, in other words sell them to men! And we are seeing limits, in other words sell them to men! And we are seeing this! But advertisers must be careful not to alienate men by this! But advertisers must be careful not to alienate men by causing causing counterphobic panic. counterphobic panic. They are doing this by They are doing this by marketing cosmetics as masculine ‘tune up’ technology. But marketing cosmetics as masculine ‘tune up’ technology. But they are yet to sell lipstick and nail polish to the mainstream they are yet to sell lipstick and nail polish to the mainstream male market!male market!

The case of selling technology to women. In selling cars, The case of selling technology to women. In selling cars, electronics, even tools (traditionally masculine) to women, electronics, even tools (traditionally masculine) to women, marketers have had to develop new rhetorical techniquesmarketers have had to develop new rhetorical techniques

Challenging gender stereotypes - the Challenging gender stereotypes - the advertiser’s perspective:advertiser’s perspective:

However, studies demonstrate that for every However, studies demonstrate that for every ‘improved’ gender representation there was one ‘improved’ gender representation there was one even worse that before! Going too far towards even worse that before! Going too far towards political correctness has produced new ‘backlash’ political correctness has produced new ‘backlash’ stereotypes stereotypes (‘reverse sexism’) (‘reverse sexism’) in advertising: in advertising:

‘‘retrosexual’ retrosexual’ anti-’SNAG’ anti-’SNAG’ ‘new lads’ ‘new lads’ who ogle women who ogle women and get pissed (often address is ironic)and get pissed (often address is ironic)

The The ‘desperate housewife’ ‘desperate housewife’ who who wantswants to be a ‘kept’ to be a ‘kept’ woman and not workwoman and not work

The man eater ‘revenge’ seductress/whoreThe man eater ‘revenge’ seductress/whore

The ‘Paris Hilton’ ‘princess’ – feminist free zoneThe ‘Paris Hilton’ ‘princess’ – feminist free zone

The Homer Simpson’ ‘slob’ husband who is too stupid The Homer Simpson’ ‘slob’ husband who is too stupid to cook, clean etc etcto cook, clean etc etc

So, some issues:So, some issues:These new images have not ‘disappeared’ the old stereotypes, they These new images have not ‘disappeared’ the old stereotypes, they have just added to them. We still see the domestic housewife and have just added to them. We still see the domestic housewife and the alpha male in advertising, even if they are often presented in the alpha male in advertising, even if they are often presented in ironic termsironic terms

The fragmentation of the media market allows advertisers to cater The fragmentation of the media market allows advertisers to cater for every personal ideology – from alpha males in sports broadcasts for every personal ideology – from alpha males in sports broadcasts to working women during the financial reports. Advertising is a to working women during the financial reports. Advertising is a conservative institution in this regardconservative institution in this regard

We are still left with a ‘representational landscape’ where women We are still left with a ‘representational landscape’ where women are often depicted as impossibly young, beautiful, slim and are often depicted as impossibly young, beautiful, slim and sexualised, but where the pressure to attain that perfection is sexualised, but where the pressure to attain that perfection is internalised as coming from women themselves, not meninternalised as coming from women themselves, not men

Some critics would argue that this is in no small part due to the fact Some critics would argue that this is in no small part due to the fact that advertising creatives are predominantly still men, and so that advertising creatives are predominantly still men, and so women are not getting the ads they themselves would preferwomen are not getting the ads they themselves would prefer