Jesenia R. Kikham and Weller. "Cosmetic"

Description
Clinique toiletries use different advertising techniques for men and women. 268

Analysis
~Colors in products is a major way in which gender differences are reinforced. 268
~In media, men photos are black and white while women’s are pastel colors, representing gentleness, softness and innocence. 269
~Products for males carry more information than women’s products. Men’s have descriptions while the women’s only have names.269

Vision
Products for females need to be legitimized before entering male fields. They need to distinguish gendered products but also make feminine products more masculine. 273

Strategy
Clinique advertising needs to change through smart combinations of visual and literary devices. 273