Introduction
Sexuality and gender are intensely employed in marketing, with different advertisers utilizing either gender to send a specific message to the target population. Masculinity and femininity are constructed and represented in advertisements through body images or actual people. Even young children are being used in such commercials and trained to propel certain gender-specific stereotypes.
Although gender-based marketing has been associated with mass sales, it can also promote inequality and gender stereotyping, harming consumers’ emotional well-being. This paper addresses sexuality as a marketing tool, its representation in marketing, the potential effects of gender-based marketing strategies on consumers, and the influence on sexuality beliefs.
Sexuality and Gender as Marketing Tools
Gender Stereotypes
Marketing focuses on gender relationships as people identify more with their sex rather than personality. Gender stereotyping can be traced back to the formative years of childhood when specific colors and activities are designed for boys and girls. Boys are expected to play with trucks and cars, while girls have dolls and are associated with pink color. Later in adolescence, while girls are directed to engage in activities such as shopping, boys get more involved in sports.
Naturally, these stereotypes are passed across all generations, and advertising pushes them even harder, making people more accustomed to them. The perceived disparity in gender roles indeed allows marketers to create commercials that express sexuality and set standards for both genders.
Women in Media
Femininity is used in marketing to portray women as objects of beauty through the display of women with perfect body shapes, flawless skin, good hair, or a soft voice in advertisements. According to Åkestam et al. (2021), marketing presents women as subordinates with a lesser role in society than men. They are portrayed in the promotional clips as caregivers or in a manner that evokes sexual appeal. For instance, commercial videos and images may present a woman tossing her hair, suggestively touching objects, speaking softly in an intimate setting, or with a seductive gaze. Rarely do they present feminism in more prominent, complex roles.
Sexuality in marketing depends on the industry and products being advertised. For instance, companies specializing in selling and manufacturing heavy machinery usually feature males with masculine bodies instead of women in their promotional recordings. According to Spasova (2022), the actions, posture, and conversations held by women in commercials often depict them as submissive to men or powerless.
Women with imperfect body shapes, skin, hair, or other beauty aspects are shown to be unfit. They must take some action, such as using specific products to meet the media’s definition of the ideal female. Such features of femininity are also presented as a tool for sexual gratification (Åkestam et al., 2021). Sex appeal is often portrayed by women exposing their body parts or being pictured in sexual postures. Therefore, women are given a subordinate role in marketing commercials attached to their body image and sex appeal.
Men in Media
On the other hand, marketing views men differently compared to women. Although some men may feel more feminine, they are not often depicted as such in adverts. While women are presented as inferior, submissive, and sexually attractive, men are shown as superior and influential. Roth-Cohen et al. (2023) report that most online ads with a voiceover will feature a male voice rather than a female. The marketing industry creates an image of a man who should be masculine, with broad shoulders and a deep voice. Men who do not fit this description are shown as weak and more feminine, which are not appealing features.
Products targeting men portray them as more alert, articulated, strong, physically active, and having complete control. These depictions present men with more power and capacity to succeed in society. Nevertheless, commercials focus on external appearances for both men and women, establishing stereotypes for gendered roles and how society perceives those who do not match the widespread ideal image.
Effects of Sexuality/Gender Marketing Strategies
Body Image
How sexuality is depicted in marketing has potential effects on consumers. First, it sets unrealistic expectations about physical appearances for both females and males. Gender-based marketing focuses more on external body features such as beauty and masculinity. While somebody features in the advertisements are not actual, people may need specific body features to be acceptable. For instance, Zayer et al. (2019) report that teenagers are more affected by the media display of sexuality. These unrealistic body expectations contribute to low self-esteem as one may feel not good enough based on the standards put in place.
Additionally, these unrealistic expectations have pushed many teenagers to make wrong decisions as they try to modify their bodies to fit in a particular class. Skin color changes and the use of drugs to enhance the body are all associated with media depictions of sexuality. Those who cannot afford these products end up battling low self-esteem. Hence, this marketing strategy harms young people who seek to fit into a specific class and be accepted by their peers.
Gender Stereotypes
Another potential effect of sex marketing is the propagation of gender stereotypes. Society expects that each gender must behave in a certain way or should take specific roles. Anyone who does not conform to the predetermined societal standards is considered unfit for the social classes and cannot interact with their peers freely. As the media presents masculinity in males as being more powerful, determined, and in control, men are expected to take leadership roles over women. On the other hand, women are presented as being weak and indecisive, placing them as juniors to men (Spasova, 2022). This depiction of gender roles can discourage young women from actively pursuing their dreams in certain areas, as leadership and power are less associated with them. In contrast, men are encouraged to develop positive interpersonal and intrapersonal skills that enable them to thrive in power.
Additionally, Middleton et al. (2019) report that gender-based violence is linked to how people are trained and the kind of environment they grow in. People who fail to identify with specific gender-based roles are considered wrong. Hence, although the fight against gender-based violence and gender stereotyping is fought, the media, through marketing, continues to share content that promotes gender inequality. As a result, people, especially the young generation, will keep consuming harmful content through the media and propagating gender stereotypes.
Gender Inequality
Finally, the media representation of sexuality creates gender disparity, which promotes gender inequality. Advertisements show a significant difference between masculinity and femininity, and people continue to identify with the predetermined gender roles. Unfortunately, People who identify themselves as transgender feel less involved as society does not outline their responsibility (Zayer et al., 2019).
Transgender people do not see their representations in the commercials while growing up and may feel unwanted by society. This discrimination continues from generation to generation, making them feel less relevant, desirable, and appealing. In addition, marketers cannot use advertisements involving gays and lesbians in regions where they are illegal or culturally unacceptable. If they are featured in any commercials, it would be in a negative light, which makes them feel like society outcasts.
Although gender marketing strategies negatively impact consumers, it also promotes sales of the advertised products. According to Zane and Razor (2021), men think about sex 19 times daily, while women think around ten times. Attaching products to sexuality, therefore, ensures that it is constantly in the viewers’ minds. Sexuality has helped many companies, especially those that deal with beauty products and fashion, to make more profits and grow. Sexuality helps businesses easily reach a specific target population, and thus, selling their products and services becomes simpler.
Conclusion
In conclusion, sexuality and gender play an important role in Marketing as it guides people’s responses and behavior toward gender roles and gender equality. While sexuality marketing has positive impacts, such as reaching out to a larger audience, it promotes gender inequality, low self-esteem, and unrealistic expectations in terms of body appearance. Through gender marketing, the media continues to propel ideas of gender stereotypes which in turn may support gender-based violence.
Gender marketing is less regulated and can thus be misused to promote unacceptable themes such as discrimination. Minority groups who feel less represented may withdraw from the use of certain products even though they could benefit from them. Therefore, gender marketing should be done in a way that is more inclusive and considerate of all people. Additionally, marketers should consider safer marketing strategies that do not promote inequality. Lastly, people should be more aware of themselves, their responsibilities, and their expectations to avoid depending on society to determine such.
References
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63–93. Web.
Middleton, K., Turnbull, S., & de Oliveira, M. J. (2019). Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change?International Journal of Advertising, 39(5), 679–698. Web.
Roth-Cohen, O., Kanevska, H. S., & Eisend, M. (2023). Gender roles in online advertising. Journal of Gender Studies, 32(2), 186-200.
Spasova, L. (2022). Effects of gender reactions to stereotype advertisements – A case study in Bulgaria. Revista Amazonia Investiga, 11(57), 111–120. Web.
Zane, Z., & Razor, C. (2021). Here’s how often men and women really think about sex. Men’s Health. Web.
Zayer, L. T., McGrath, M. A., & Castro-González, P. (2019). Men and masculinities in a changing world: (De)legitimizing gender ideals in advertising. European Journal of Marketing, 54(1), 238–260. Web.