Gender Reversal in Advertising: an Exploratory Study on Male Personalities Endorsing Lipstick

Aau, Yang Ying (2024) Gender Reversal in Advertising: an Exploratory Study on Male Personalities Endorsing Lipstick. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text Aau Yang Ying Full Text RAV 202309.pdf Restricted to Registered users only Download (8MB)

Abstract

This research delves into the burgeoning phenomenon of gender-reversed advertising, with a specific focus on male personalities endorsing lipstick. Departing from conventional norms, the study investigates the prevalence of such campaigns, analysing consumer reactions and unravelling the strategic manoeuvres employed by marketers. The literature review charts the historical evolution of gender roles in advertising, establishing a robust conceptual framework to comprehend the recent surge in gender-reversed campaigns. Employing a mixed-methods approach, the research methodology ensures a diverse sample, incorporating surveys and interviews to capture a comprehensive spectrum of consumer perspectives. The ensuing data analysis chapter utilises both quantitative and qualitative methods, promising a thorough exploration of consumer attitudes and behaviours in response to male-led lipstick advertising. The subsequent discussion and conclusion chapters synthesise the findings, revealing connections between consumer behaviour and gender-reversed advertising. This study contributes significantly to the broader discourse on evolving gender norms in advertising, shedding light on the transformative strategies reshaping the industry. The final chapter offers practical recommendations for marketers, providing actionable insights to navigate the dynamic and diverse landscape of contemporary advertising. In essence, this research not only enhances our understanding of gender dynamics in advertising but also offers valuable guidance for marketers seeking to engage a diverse consumer base and adapt to the ever-evolving advertising and consumer landscape. (acceptance of male celebrities) Keywords: Gender Reversal, Lipstick Advertising, Male Celebrities, Purchasing Behaviour, Gender Stereotype