Masculinity and Advertising
Advertising is a major source of stereotyped representations of masculinity.
Advertising is a major source of stereotyped representations of masculinity.
It’s as important for advertisers to reach the right people as it is to make an appealing ad, so they have developed many different ways of targeting ads effectively. Online advertising lets marketers match different ads with individual users. This section looks at how that’s done and how it affects kids’ privacy.
As part of digital media literacy, I think it is important to learn about financial literacy too. As our kids get older and we open bank accounts for them, they get jobs, buy their own items etc., having a sense of financial literacy is a must.
“Advertising has always sold anxiety, and it certainly sells anxiety to the young. It’s always telling them they’re losers unless they’re cool.” (Mark Crispin Miller, The Merchants of Cool, 2000)
With Christmas approaching, video games are the one media industry that seems recession-proof, with games topping many wish lists. Parents, though, can find it difficult to tell just what they're buying for their children. They may know about Grand Theft Auto, for instance, but may wonder what kind of sins are in Sins of a Solar Empire. Of course, nobody wants to disappoint their children: if parents decide not to buy Gears of War, will little Johnny be happy with Rock Band instead? Fortunately, there are both tools and techniques at hand to help parents identify games they might find inappropriate and also to pick appropriate games their children will like.
Advertising has been constant for years even when it shows up in different media. But are people becoming more conscious of ads (especially with efforts to not target kids) or has the integration of ads into social media and influencer marketing made them harder to spot?
People who make their living producing images, such as photographers, stylists, publicists, directors and pop idols, learn how to use those signs to convey the impression they want to make. Although teen girls who are trying to send a signal to their circle of friends and pop music producers who are trying to send a signal to an audience of millions are working on different scales, the principle is very much the same. Depending on your audience, you need to tailor the signals you send out very carefully. Even your age can have a certain amount of wiggle room when dressed in the right signs.