The Hidden Sex Life of the Male and Female Shot

This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages.

The hidden sex life of the male (& female) shot

Martin EvansAgnes NairnandAlice Maltby

BACKGROUND

Gender has been a long established segmentation variable in traditional marketing. This operates at four levels. First, there are obviously male products and female products. Second, in terms of the household decision-making unit, most consumer goods are bought by women even though they may not always be the deciders or the final users of everything they buy. Couples do not seem eager to change fundamentally traditional buying roles, but there has been a shift in that husbands and wives are more willing...

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