Mike Garcia. Kirkham, Pat and Alex Weller. "Cosmetics: A Clinique Case Study". 268-273

Description:

- Advertising towards men and women require using gendered stereotypes based on binary

oppositions in order to identify a specific target market which in turn reinforces and

accelerates those gendered stereotypes (273)

Analysis:

- Colors are used to differentiate between gender – Men = gray/black/white => rational and

objective tone of male – Female = pastel light colors=> delicate/passive/soft (269)

- Amount of information supplied – Men = factual information in a direct style to help

reassure men about the product – Female = no information at all => women learned as young girls

the uses/benefits of these products (270)

- The language/written text in men's products include those of science and rationalism

= "simple" "unscented" " robust" "quickly" => suggest health, strength and speed (270)

Vision:

- Not stated

Strategy:

- Not stated