Samanthawalkercop

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