Gender cues in dating ads

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The protocols and practices of dating, and the terms used to describe it, vary considerably from country to country and over time.

While the term has several meanings, the most frequent usage refers to two people exploring whether they are romantically or sexually compatible by participating in dates with the other.

Such an oversight could prove to be a huge mistake; more women have taken on the role of financial mastermind in their families, controlling how 88 cents of every disposable dollar is spent [source: Crawford].

And in the few ads aimed at women, advertisers have proven woefully inadequate.

With the use of modern technology, people can date via telephone or computer or meet in person.

This term may also refer to two or more people who have already decided they share romantic or sexual feelings toward each other.

This period of courtship is sometimes seen as a precursor to engagement or marriage.This social and intellectual movement, which began in the 1960's, is still evolving and giving rise to new vocabulary and discourse.The term "gender" itself, which has undergone much intellectual scrutiny in the recent years, does not even appear in the now famous 1964 issue of Daedalus examining "The Women of America".Nancy Artz and Alladi Venkatesh (1991) ,"Gender Representation in Advertising", in NA - Advances in Consumer Research Volume 18, eds. OBJECTIVE OF THE SESSION The objective of this session is to discuss how practitioners and academics have approached the study of gender representation in advertising and to consider alternative ways to advance future research in this area. Solomon, Provo, UT : Association for Consumer Research, Pages: 618-623.

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