Summary: In this episode from the Australian television series The Checkout, gendered marketing is analyzed and, specifically, the theory of market segmentation is explored. This theory posits that dividing consumers up into smaller groups is good for business; as the video demonstrates, gender is a common criteria upon which companies segment the market and increase the sales of their products. Product elements such as "shape, texture, packaging, logos, verbiage, graphics, sounds, and names [are all used] to define the gender of a brand." For example, Lego company tripled the sales of the same product and boosted their annual global revenue by as much as 25% when they created Lego Friends for girls and building sets and action figures for boys. Similar to children’s toys, companies segment the market by gender when advertising products for adults as well. Among the many examples cited in the video, Dove Company created “For Men” soaps, which have more squared edges than its regular, ellipse-shaped soap bars, packed in grey boxes in order to give a more “macho mystique” to the product. This video can be used in classrooms for explaining the connections between capitalist market economy and gender socialization, and its implications for gender inequalities. The video highlights how gender inequality manifests in the different prices of these products, with "women's products" often costing much more than those marketed toward men. However, viewers can also consider other ways that gendered marketing contributes to gender inequality. For other examples and critiques of gendered marketing on The Sociological Cinema, click here, here, and here. For a collection of pics on gendered marketing, click here.
Submitted By: Nihal Çelik