Format:
1 Online-Ressource
Content:
[A renaissance has occurred. Journalism has diverged from being gender-schlerotic to gender-demic. Is this a tempo-centric occurrence or is it time that the importance of Gender was recognised? Women have never had it so good, or have they? Patent contradictions and logical disputations are endemic. Political social engineering with new Equality Laws, to be enforced in 2013, ( BBC April 2009,) aim to reduce the Gender pay gap and enforce equality. Women will now be able to gain the positions they want for being women!!! Flexibility is the new regime in the workforce whilst part-time workers are denied promotion. Women’s earning power has never been greater, yet it is spent on childcare!. Women are overtaking men in education to gain positions in female-orientated professions! We live in a pastiche! A paradoxical multi-faceted world. Singularity has been replaced by complexity. Hetero by Metro, Facebook by Twitter and real life by Second life. Thus the debate for dialectic affirmation has never been stronger , and Marketing can’t evolve from its cryogenic status. The debate for sex specific marketing and advertising strategies has been a long drawn and inconclusive one. Fossilisations in media stereotyping and perceptions of women have remained the status quo, and this article will analyse the importance, if any, of gender identity as opposed to biological sex in order to recommend strategies for targeting the female market. This article presents the outcome of research conducted on the automotive industry’s use of media for marketing to women, the debate for sex specific strategies and the difficulties that advertisers face in communicating with female audiences, with the overall aim of determining the viability of a gender-specific automobile magazine for women
Note:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments July 2009 erstellt
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Volltext nicht verfügbar
Language:
English
DOI:
10.2139/ssrn.1456268
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