COP3 PROPOSAL
SAMANTHA WALKER
COP3
LEVEL 6
COP3 - Working Title How successful is the use of stereotyping when branding and marketing targeting women? // And what is the ethical role of the designer regarding female stereotyping within branding and marketing?
SAMANTHA WALKER
COP3
LEVEL 6
Definitions ‘Gender is the meaning or the significance that a culture gives to sexual differences. As a cultural phenomenon, a gender identity is the product of a set of beliefs or ideas concerning what it means to be male or female and, being cultural, different gender identities are accorded different values.’ Malcolm Barnard
‘. . . to stereotype means to present a simplified and generalised image of a group of people accompanied by an implicit or explicit judgement concerning the social, cultural or moral worth of that group.’ O’Sullivan et al.
SAMANTHA WALKER
COP3
LEVEL 6
Wally Olins
‘Today we mostly take a product’s functional characteristics for granted and while brands are still all about image, it is no longer just their own image - it is also our image.’ Wally Olins. On Brand
SAMANTHA WALKER
COP3
LEVEL 6
Bic For Her
SAMANTHA WALKER
COP3
LEVEL 6
Footie Chick
SAMANTHA WALKER
COP3
LEVEL 6
Children
SAMANTHA WALKER
COP3
LEVEL 6
Current Research - Books // The Power of The Purse // Don’t Think Pink // Pocketbook - How to reach the
// Media, Gender and Identity
hearts and minds of todays most
// Representing Women Myths of
coveted consumers
Femininity in the Popular Media
// Gender Design and Marketing
// Looking Closer 2 Critical Writings on Graphic Design // Graphic Design as Communication
SAMANTHA WALKER
COP3
LEVEL 6
Current Research - Watch
// Secrets of The Superbrands // TED Talks - Social Media & The End of Gender
SAMANTHA WALKER
COP3
LEVEL 6
Further Research // Books - Reading // Internet - Journals // Contacting studios When they brand for a female audience // Questionnaire With visuals, ask for first impressions
SAMANTHA WALKER
COP3
LEVEL 6
Practical Ideas Build own brand that empowers women to break stereotypes. Also think about marketing techniques for this brand. // Brand something of true use to a woman specifically, something that will benefit them.
SAMANTHA WALKER
COP3
LEVEL 6
Extended Practice Links // Branding // Series of Gender Stereotype Prints // Branding For Women // How to connect to your audience
SAMANTHA WALKER
COP3
LEVEL 6
ANY QUESTIONS?
SAMANTHA WALKER
COP3
LEVEL 6