I. SegmentationII. Implications for Secondary ResearchI. Gender IdentityII. Psychology of GenderIII. Sexuality QuestionsGender identity“gender schema theory “psychological sex instrument/agentic (external goals) communal/expressiveCultural standards of beauty‘Venus’ Goddess of Beauty- OVER TIMEmasculinity- what is a ‘real’ man across country?‘Globalization of beauty makes slimness trendy’Is ethnic beauty the new ‘it’ factor?Between years of 2000 and 2010, the mixed-race U.S. population grew nearly by 38 percent to nearly 7 millionOur standard of beauty is definitely representative of America’s melting potA copy-testing taskDescription of your advertisements, types of messages, type of appeal, etcSocial media and genderwww.blogher.comMen and women: differences in processingitems that are in our peripheral field of view, are not in the center of our field of attention, yet they can be noticed in a non-conscious anticipatory mannerHemispheric processing: men (left brain)It appears people like pictorial elements more so when placed on the left, while verbal stimuli enjoy an additional level of appreciation when placed to the rightHemispheric processing: women (right brain)?It appears people like pictorial elements more sow he places on left while verbal stimuli enjoy additional level of appreciation…SummaryTo target or not..by gender?Consider other demographics/psychographics (lifestage –single or not)How to…Beyond stereotypesShared rolesMedia choicesSexuality QuestionsPacket:What are the similarities and differences among gay media audiences and non-gay media, but gay audiences?Between gay audiences and heterosexual audiences?What are some strategies for reaching the gay market?Can you think of any ‘gay’ “positioning”Can you think of any gay celebrities, advertising spokespersons?Can you think of any gay media?Gay/lesbian as subcultureDream market?Life not a lifestyleIdentity more salient in recent yearsIs this a segment or a descriptor? Is this a subculture?How to target without alienating ‘disapproving’ heterosexual audiencesRating systemsHistorical timeline of ads“How to” create adsADV 483 1nd Edition Lecture 10 Outline of Last Lecture I. SegmentationII. Implications for Secondary Research Outline of Current Lecture I. Gender IdentityII. Psychology of GenderIII. Sexuality Questions Current Lecture Gender identity- “gender schema theory “psychological sex instrument/agentic (external goals) communal/expressive  Cultural standards of beauty- ‘Venus’ Goddess of Beauty- OVER TIME- masculinity- what is a ‘real’ man across country?- ‘Globalization of beauty makes slimness trendy’- Is ethnic beauty the new ‘it’ factor?o Between years of 2000 and 2010, the mixed-race U.S. population grew nearlyby 38 percent to nearly 7 milliono Our standard of beauty is definitely representative of America’s melting pot A copy-testing task- Description of your advertisements, types of messages, type of appeal, etcSocial media and gender- www.blogher.comMen and women: differences in processingThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- items that are in our peripheral field of view, are not in the center of our field of attention, yet they can be noticed in a non-conscious anticipatory manner  Hemispheric processing: men (left brain)- It appears people like pictorial elements more so when placed on the left, while verbal stimuli enjoy an additional level of appreciation when placed to the right  Hemispheric processing: women (right brain)?- It appears people like pictorial elements more sow he places on left while verbal stimuli enjoy additional level of appreciation…Summary- To target or not..by gender?- Consider other demographics/psychographics (lifestage –single or not)- How to…o Beyond stereotypeso Shared roleso Media choices  Sexuality Questions- Packet:o What are the similarities and differences among gay media audiences and non-gay media, but gay audiences?o Between gay audiences and heterosexual audiences?o What are some strategies for reaching the gay market?o Can you think of any ‘gay’ “positioning”o Can you think of any gay celebrities, advertising spokespersons?o Can you think of any gay media?  Gay/lesbian as subculture- Dream market?- Life not a lifestyle- Identity more salient in recent years- Is this a segment or a descriptor? Is this a subculture?- How to target without alienating ‘disapproving’ heterosexual audiences- Rating systems- Historical timeline of ads- “How to” create