Gender Roles In Advertising

 Female

• Mother 
• Wife
• Object of desire
• Weak
• Socially needy
• User

Male

• Father
• Husband
• Provider
• Strong
• Independent
• Creator

The oldest saying in advertising is 'Sex sells', this basically means using the audience's gender to drive their response to your campaign.

Through use of 'ideal self' models and celebrities audience members are attracted to products as a result of their attraction to the image.

The fragrance and fashion industry have rarely varied from this in their modern advertising. 

Definitions of:

Ideal Self - The ideal self is the part of a person's self-concept that consists of their desires, hopes, and wishes

Intertextuality - Intertextuality is the referencing of a media product by another media product.

Pastiche - A pastiche is a work of something that imitates the style or character of the work of one or more other media products. Unlike parody, pastiche imitates the work, rather than mocking it.

Endorsement - An endorsement is a form of public support or approval. Endorsements are given to politicians and products. If you give something an endorsement, you're basically saying "I approve of this person or product." Celebrities give politicians an endorsement if they think you should vote for them.       

Call to Action - Call to action is a marketing term for any design to prompt an immediate response or encourage an immediate sale.

Advertising Campaign:

Mugler

Gender - Aimed at women 

Method - uses ideal self/partners i.e. Zendaya