Context of Practice Proposal

For my dissertation topic I intend to focus the topic around genders in advertising and investigate what people associate with masculinity and femininity. As there is a growing popularity with gender fluidity within media and society, I would like to investigate into the psychology behind gender and what is defined as feminine and masculine. As products such as beauty cosmetics for men and women are branded so differently, it would be interesting to study as to why these products are branded so differently and what messages they convey to the consumer.

Primary Research

- Visit beauty cosmetic stores (layout, consumer experience, colours, smells,)
- Visit stores (cosmetic brands, colours, type, layout)

Secondary Research

- Erving Goffman: Gender Advertisements
- Sandra Lee Bartky: Femininity and domination: studies into the phenomenology of oppression
- David Gauntlett: Media, gender and identity: an introduction

Quantitive Research

- Survey/questionnaire

Title:

Investigation into gendered advertising