Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Monday, February 18, 2013

Got Milk? is an American advertising campaign to promote the consumption of cows milk. This advert is one of many that they produced playing on the idea that drinking cows milk reduces the symptoms of premenstrual syndrome. It is highly offensive and misogynistic. It implies that women become unreasonable, irrational and bitchy during PMS and that men are sympathetic victims.
There was also a microsite that accompanied the campaign: The microsite included content such as:
“pre-approved apologies” from men to the women in their lives with PMS like: “I’m sorry for the thing or things I did or didn’t do” as well as features like an “emergency milk locator.”
The site was quickly removed and replaced by another one that promoted discussion on the topic. This advert may appeal to men who find it humorous however I believe that this campaign is insensitive and a bit too controversial. A study conducted in Malaysia  looked at how gender advertising can effect brand image. They conducted side-by-side comparison of advertisements was carried out using interviews and group discussions. This approach used two or more advertisements in a comparative sense to understanding differences in the constructions of gender in advertising. A goal of this form of analysis is to understand content and thematic differences in visual representations. This was followed by a structured interview via the focus groups, that encompassed respondents thoughts and emotions that were triggered by the advertisements. Questions are revolved around respondents’ impression and take out of a brand after observing each advertisement. The results indicated that gender advertising, if used inappropriately will tarnish brand image and will cause brand to be taken lightly as Malaysian consumer today seek concrete information and representation of the brands.

Mohd. Helmi Abd. Rahim, and Normah Mustaffa , and Lee , Sze Mun (2011) The effects of gender advertising on brand image: the Malaysian context. Jurnal Komunikasi ; Malaysian Journal of Communication , 27 (1). pp. 118-132. ISSN 0128-1496 


1 comment:

  1. Interesting, but how did Mohd et al. define 'inappropriate' use of gender in ads?


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