Coffee ads and gender roles

While we were doing our research we realized that gender played an essential factor. not only in the coffee advertisement, but also in the whole marketing strategy. Gender segmentation is a common strategy in marketing because it can be identified easily, gender segments are more accessible and can also be measured (Wolin, 1).

Sex role stereotypes that have been used for decades in the advertising industry. These kind of stereotypes can be defined as a “normative or statistical view regarding appropriate roles or behavior for men and women. A sex role stereotype relies on biological sex differences to determine socially and culturally appropriate roles and/or behavior for men and women” (Cook, 28). This means that there are roles constructed under these kinds of stereotypes that assign members of each sex to specific tasks and traits that suit their respective roles.

For example, that women are suitable to perform domestic tasks and be responsible for the private space of the family, while men get paid jobs outside the home and are the ones who should be in charge of the public life.

Marketers use gender stereotypes when they are developing the marketing strategy and making decisions about what would be the content of the ads, which is carefully meditated to modify how consumers feel, think, process information and behave toward certain products or situations.  Moreover, ads also play with what masculinity and femininity means and how it is portrayed . We also found in our research out that men are more likely to be portrayed as product authorities and women are almost always portrayed as public users (Wolin 115).

In the analyzed ads, we discovered that gender stereotypes are portrayed in different ways, that they have evolved with time and that there are persistent.  We included diverse ads, from women who are working in traditional occupations, women who are limited to the household space, and women who are only allowed to feel, not to think, to women who are beginning to enter to to the work force, who are global celebrities or that  are socially conscious and agents of change.


  • Cook, R. J., & Cusack, S. (2010). Gender stereotyping: Transnational legal perspectives. Philadelphia, PA: University of Pennsylvania Press.
  • Wolin, L. D. (2003). Gender Issues in Advertising—An Oversight Synthesis of Research: 1970-2002. Journal of Advertising Research. doi:10.1017/S0021849903030125

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