The gender characteristics of advertisement

An advertisement is a marketing tactic used to present a brand, product, or service to a specific audience with the goal of grabbing their interest, promoting interaction, and eventually increasing sales. In addition to generating revenue, advertising that feature images, words, and graphics that are common to the targeted group's reality also significantly reflect and impact the sociocultural construct and worldview of a community. Language manipulation to control gender representation is a common advertising tactic used in advertising campaigns, especially on social media platforms.

Brands in the cosmetics sector are frequently gendered according to normative sexual dualism, and the industry has historically been seen as feminine. However, gender-neutrality is not only a tool for empowerment but also a broader cultural movement, particularly in many Western nations, since gender stereotypes and traditional gender roles are disappearing at an accelerating rate. Many cosmetics advertising still feature men and women in conventional settings to promote companies and products, despite the fact that the societal roles of both genders have undergone significant shift in recent years. The way that products are marketed to contemporary consumers in the cosmetics sector needs to adapt in light of the recent shift towards less gendered cultures.Drawing from extant literature, I examined the gender effects in cosmetics advertising across three categories: makeup, fragrances, and personal care. I discovered three different strategies brands employ to become more genderneutral: selling lifestyles rather than genders, becoming unisex, and focussing on the other gender.

Furthermore, I have studied the symbolic meaning of brands as markers of gender identity and found that, in order to reduce the degree of incongruence between the genders of the consumers and the products, advertisers frequently employ exaggerated ideas of masculinity when marketing traditionally feminine brands and products to male consumers.

The stigma that still seems to surround men purchasing what are viewed as "beauty" products presents a significant obstacle when marketing cosmetics to men because using feminine brands causes more stigma for men than for women, and men are more likely than women to adhere to traditional gender-role beliefs. Many firms try to prevent this by making incredibly masculine packaging and ads and adding labels that read "FOR MEN" to both support the brand's and the consumers' masculinity and "permit" men to buy a particular product.Because personal care products are generally viewed as feminine, people with strong masculine identities are less likely to use them. In contrast to women, male consumers are more likely to develop a strong brand loyalty, but only if the brand "provides them a mirror for reflecting a desirable masculine self-image."

Kiehl's, a supplier of skincare and hair products, collaborated with Marvel to produce a limited-edition CaptainAmerica comic book and introduce their "Oil Eliminator" men's moisturiser.Atypical example of cosmetics advertising aimed at women that places a major emphasis on happiness and addressing problems associated with ageing and its affects on self-esteem is Nivea's anti-wrinkle cream.

In commercials for cosmetics, women usually smile, while men are frequently depicted as more solemn. Additionally, compared to ads or items aimed at women, advertisements for male consumers frequently feature darker colours and more angular product forms.

While males often shop for usefulness, women are more likely to look for things with aesthetic appeal. Therefore, it appears that male consumers place a high value on simplicity. This is further corroborated by a 2015 Mintel poll that found that 86% ofAmerican male consumers and around half of German and spanish men want their daily grooming regimen to be as easy as feasible. 

The 2015 Dove Men Care commercial presents a man as a carer, which is regarded as a non-stereotypical gender role since it is a trait typically associated with men, yet placing a great emphasis on masculine qualities in terms of colour and label.

Like many other cosmetics, perfumes are classified as either feminine or masculine, and they are frequently thought of as a significant component of human social communication.Actually, studies indicate that one of the primary characteristics that consumers consider when assessing the perceived odour of scents is gender. In contrast to masculine scents, which are frequently characterised as spicy, woody, or sour, feminine scents are usually described as floral or fruity. These scents are associated with prevailing gender norms and prejudices in society, suggesting that those who use manly fragrances are frequently seen as more capable than those who wear feminine ones. 

Typically, men are shown in authoritative roles, frequently accompanied by a woman in a more submissive or ornamental capacity. Compared to ads aimed for female consumers, the colours are frequently bolder, darker, and colder, and the people's emotions aremore solemn. Warm hues and gentle pastel tones are frequently used in women's perfume advertising colour schemes. The female figures are frequently shown grinning and with less clothing on. Furthermore, compared to males, they are more likely to grasp the object in their hands.

Despite the biological sex, the clothes are identical, and some of the people in this unisex commercial reflect slightly androgynous genders. Nonetheless, the colour palette is somewhat chilly and contains blue and grey tones, which are generally thought of as more masculine. However, it appears that the woman in the front balances the somewhat masculine commercial and lends a touch of femininity. The words "one for all" beneath the image and the product's name, CK ONE, further emphasise the product's genderless or unisex nature by suggesting that it is a single item that works for both genders.

In advertising, unisex tends to emphasise more masculine qualities than feminine ones, even if it is intended to be genderless and fit all genders equally. People may view cross-gender behaviour in females more favourably than in males, which could explainthis.According to this, customers prefer masculinity and potentially androgyny over femininity, which suggests that manly brands are more effective than other gendered brand profiles for masculine, feminine, and androgynous consumers. However, some ads for unisex products merely include one or more images of the object or a feature associated with it, rather than any human representation at all.

The Ordinary products are unisex, have dark bottles, white labels, and minimum language. They appeal to people who wish to make skincare and haircare as basic as possible, however male consumers are more likely to exhibit this tendency.

Ultimately, the evolution of gender representation in advertising mirrors the ongoing transformation of societal attitudes towards gender. By challenging stereotypes and promoting inclusivity, advertisements can play a pivotal role in fostering a more equal and respectful society. The industry's success will depend on its ability to adapt to these changing norms and continue to innovate in its portrayal of gender, ensuring that all individuals, regardless of their gender identity, feel seen, respected, and valued.