This website uses cookies to ensure you have the best experience. Learn more

Gender Scripts In Advertising: An Analysis Of The Home Depot Commercial

983 words - 4 pages

The Home Depot is a supplier of home goods and appliances such as refrigerators, grills, and paint. The store often uses visual advertisements to attract customers. In these ads there are portrayals of both men and women, which help to illustrate the gender scripts that are prevalent within society. To analyze these illustrations and come to conclusions in terms of stereotypical gender scripts in commercials, a visual sociology research project was completed.
Three different types of visual sociology are mentioned in a visual sociology Wikipedia article. The method chosen for our project is to study the visual data produced by cultures. Some ways of doing this suggested in the article ...view middle of the document...

Even when there are men and women working together, there seems to be 2 to 3 distinct dynamics: men are doing outside work while women are inside, separate and seemingly bored, men and women are in competition, or the man is dumb or clueless when it comes to decorating so the woman makes the choices.
When presenting the findings, a Powerpoint was used in order to display the hyperlinks for videos and to show these videos to the audience.
This project dealt with the theme of gender norms, which is relevant to the Sociology of Families and Intimate Relationships course, in that the project specifically examined how women and men are stereotyped in relation to home goods.
METHODOLOGY
When discussing what we wanted the focus of our research to be on we decided on home goods. Once this was determined, we concluded that we wanted to analyze a visual artifact with a producer of home goods that would be aimed at men and women equally. We decided on Home Depot as this store is viewed as being a men’s store, yet sells some products that would be marketed towards women. Home Depot sells a variety of items ranging from lumber, appliances, plants, hardware, tools, lawn mowers, paint and even outdoor furniture. We focused our research on Home Depot commercials. We selected four very different commercials and each analyzed them. We focused our research on the gender of the individuals in the commercials, the wording used to sell the products being marketed, the colors shown in the commercials, how each gender was depicted in the commercials, and what their roles were.
For commercials geared toward men you are more likely to hear words like durable, strong, tough, and powerful. Where commercials that are selling a product to women focus on beauty or the ease of use using wording like sleek clean lines, soft, makes life easier. This is because men are portrayed as being masculine and being...

Find Another Essay On Gender Scripts in Advertising: An Analysis of The Home Depot Commercial

An Analysis Of The Energizer Bunny Commercial Sequence

743 words - 3 pages company was awarded an Obie (the advertising equivalent of the "Oscar") as best commercial of the year. This essay shall attempt to analyze the series of "Energizer bunny" advertisements. There is a current trend in modern television advertising for a series of commercials for the same product. An excellent example is the ad sequence for "Taster's Choice" coffee brand, where a man and a woman share (cups of

Marketing Plan The Home Depot Essay

1973 words - 8 pages attribute. For example, all the products The Home Depot is a product mix, products in the lumber isle are the product line; and the type of lumber is the product item. At each of the three levels there are two types of decisions those that involve width (variety) and depth (assortment). Managing a product mix for a company is very demanding and requires constant attention. Management must provide accurate and timely analysis of their company's product

The “Home Depot” Restoration Program

2134 words - 9 pages restoration, and the house was one-hundred-and-ten years old when Peter and I began the “Home Depot” restoration project. The roof needed work, windows on the second floor were deteriorating, the boathouse was being held together with what amounted to a Band-Aid and all the original cement was turning to sand. One of my tennis students, Jerry Ingerson, was a building contractor and he came to the island after we played doubles one day to assess what

The Role and Impact of Gender in Advertising

3195 words - 13 pages . 45, no. 11-12: 845-858. Sun, Y. (2010). ‘Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation’, Computers in Human Behavior, Vol. 26, no. 6: 1614–1624. Vinacke, W. E. (1957). Stereotypes as social concepts. Journal of Social Psychology, 46, 229–243.

The Home Depot: Stock or No Stock

949 words - 4 pages lines which are only a few reasons why they are the top home improvement store. Based on the numbers for Credit (Risk) Analysis it seems Home Depot and Lowes are pretty close in most of their numbers. While Lowes’ numbers are a little better, Home Depot is not very far behind. In reference to Liquidity, Lowes fares a little better with current ratio at 1.40, meaning for every dollar of current debt Lowes has $1.40 to cover it, while Home Depot

The Home Depot, Inc. Market Trends

1279 words - 5 pages measure of consumer response to the quantity of demand for products or services to price adjustments. The formula for price elasticity of demand is: (% change in quantity demanded)/ (% change in price), the latter is inelasticity in which is some the issues Home Depot is facing today. The supply and demand graph (See figure 4) indicates the price elasticity of demand for Home Depot: This is an example of a positive price elasticity of demand curve

The Home Depot, Inc. Forecast and Recommendations

2939 words - 12 pages When the housing market boomed, so did construction companies and building material suppliers. Every aspect of construction had an increase in demand from development companies looking for a large supply of building materials, and from a large consumer group of new homeowners. As a result, a company such as The Home Depot was able to capitalize from the success of the construction and home improvement markets. Unfortunately, the downturn in the

The Home Depot, Inc. Market Conditions

1665 words - 7 pages for spending and in hopes to help the economy succeed in a recession.Figure 11. Federal funds (Economagic, 2009).As Home Depot maintains its operations, economic factors continue to have an effect on the company's outcome. However, economic indicators are available to help economists plan and adjust its business strategy. To help overcome present issues such as a decrease in supply due to a decrease in demand of its products, and the decisions to

An analysis of Hemingway's style in Soldier's Home

1356 words - 5 pages confused and left without an understanding of the point of the story, which only invites criticism and wild speculation. Mr. Hemingway's short story does not serve the sole purpose of raising a question to society, but rather it is imbedded in a careful way.In conclusion, Ernest Hemingway's "Soldier's Home" is a carefully laid out story. The author chooses his words carefully, and makes sure that each sentence serves some purpose in the overall effect

The Importance of Gender in an Organization

2808 words - 12 pages century is the age of changes, in technology, social institutes and etc. Globalization and technologies as well as sexual revolution cleared up the cross-gender barriers, however because of the nature woman and men cannot yet be treated absolutely equally and creating an equal policies for both genders became a headache for organizations in the modern society. In my paper I decided to pay attention to the gender and culture in organizations

Gender Stereotypes in Advertising

1907 words - 8 pages found that it helps answer part of my question on the domesticity of women and it also answers how these types of stereotypes happened, which is why I chose to use this article. “Gender and the Media” was published in 2011 and was written to explain how advertising uses their ads to capture their consumers. The author of this article most likely wrote this to make clear to anyone interested on this topic why advertisers use women and households the

Similar Essays

Levels Of Planning Paper: The Home Depot

1737 words - 7 pages information system with opening of self-check out with consequent reduction of one cashier which becomes available to help the customers, also the older stores will be remodeling in the next three years.WeaknessesIn order to run a successful company, one must analyze the possible weaknesses facing their business and make an effort to effectively address these issues. Looking at The Home Depot, we see a great example of this design. There are many

The Home Depot Essay

3675 words - 15 pages first units in New Hampshire, Massachusetts, and Maryland. It acquired a 75% interest in Aikenhead’s a Canadian home improvement retailer, in 1994. A series of gender bias lawsuit began to plague the company in 1994, as female workers on the West Coast claimed they were not trained promote, or paid on an equal basis with male employees. The company reached a $65 million out-of-court settlement in that class action suit in 1997, but not before

Home Depot Inc. Case Analysis

2179 words - 9 pages minimize out of stock occurrence. Moreover, Home Depot pursued an aggressive advertising program through media and direct mail catalogues. The advertising were focused on promotional pricing and helpful sales personnel. Finally, the acquisition of Bowater Home Centers, its competitors, was another step in becoming dominant in the market.The strategies chosen by Home Depot seem to have worked effectively to this day. However, if the company continues to

Case Study: The Home Depot

10049 words - 40 pages ), please see also the first part of the chapter. Al the items are discussed there.Why did we take these specific items to discuss in our external analysis?Economic forces.Of the economic forces we will give the opportunities, because over the last 8 years (at least till 2001) it has been the most important external factor influencing the home improvement industry and thus Home Depot. For example the economic growth grew at an annual rate of 7.3% during