Tom S. Kirkham, Pat and Alex Weller. Cosmetics: A Clinique Case Study. 268-273.

Tom Schleicher
October 12, 2007
WGS 220 Section 05
Kirkham, Pat and Alex Weller. Cosmetics: A Clinique Case Study. 268-273.

Description:
Examines the advertising of the "gendering of Clinique toiletry products
for men and women" (268)
Analysis:
Differences between advertisements for the toiletries of men and women
are usually binary (269)
Color is an important factor in advertising to men or women (269)
Color is used to show that men can use things normally considered
feminine (269)
Amount of information supplied is also a difference in the way products
are advertised (269)
Many women buy toiletries for men and are comforted by the amount of
info. provided (270)
Written text on packaging written to appeal to the masculine qualities (270)
Language upholds "over-determined masculinity evoked by the rest of the
advertisement" (270)
Female advertisements contain no info other than product name (270)
Advertise to women based on aesthetics (271)
Visual cues evoke pleasure of using cosmetics (271)
Do not have references to how their product will affect the opposite sex
(271)
Male advertisements make use of a hairy wrist with a wristwatch to drive
the point of masculinity (271)
Naming/labeling products is also important in gendering toiletries (272)
Advertise by using phrases like "For Men" on packages that may be
ambiguous (272)
Language plays an important role in gender coding of products (272)
Advertising techniques used to differentiate male and female products
rely heavily on gender stereotypes (273)
Vision:
None Stated
Strategy:
None Stated