It’s called “The Unmarked State.” Men get the ads for everyone, because men have the default gender. Women get the gendered ads, because they have the exceptional gender. Welcome to the Patriarchy.
Who Loses When Brands Market To Specific Genders
Despite some gender-specific marketing, it turned out that the majority of video advertisers preferred non-gendered ads. Only 19 percent of internet video ads were targeted for women and 7 percent specifically for men, meaning close to three fourths of all online advertising efforts were meant for all genders.
Gender and Advertising - Sage Publications
But how effective is pinking? A study published in the Journal of Marketing Research showed that gendered ads about breast cancer, aimed at raising awareness (pink font, female faces), might in fact lower a woman’s perception of her risk compared to neutral, pink-free ads. Researchers speculated that when a woman is presented with a threat to her identity – i.e., as a woman – a defence mechanism kicks in that prevents her from clearly processing what’s communicated.
Gender Advertisements - Vintage Ad Browser