Mccoy's 'Man Crisps' Advertisement
In this advert, the Mccoy's band of crisps are billed as being 'man crisps'. This seems to have been a decision made in an attempt to up their sales among those who consider themselves 'manly' men, as the accompanying television adverts all took place in stereotypically 'manly' situations (at a pub, etc). Another way this advertisement supports a set ideal of 'male' characteristics is through the 'masculine' graphology. The darker colours and large, bold font putting forward the popular idea of masculine strength and dominance.
Schliff Beer Advertisement - 1952
This 1950's beer advertisement is sadly not atypical of the time. It represents the woman as unintelligent, or unpractical, as she appears to have burned the food. Her husband then 'reassures' her by telling her not to worry as she 'didn't burn the beer'. This, interestingly, could be seen as a parallel to another popular female stereotype; that women 'belong in the kitchen'. While this advert was probably intended to be taken with a pinch of salt, and a sense of humour in mind, it still raises interesting points in the way of gender representation.
Bic 'for Her' Pens
Recently, Bic put out a line of pens designed specifically for women. This seems like a particularly prominent example of exploitation of gender in marketing. In terms of something as menial as a pen, there had, up until the release of these, never really been anything in the way of pens 'for her', which would indicate that such a thing is unnecessary and doesn't really need to exist. This line of pens is 'geared' towards woman based on it's ergonomic structure supposedly being better fitted to women's hands. It also furthers the idea of stereotypically 'female' colours such as pink and purple.
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