Content Analysis: Gender Stereotypes in Cosmetic Television Advertisements in French-speaking Belgium.

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    Content Analysis: Gender Stereotypes in Cosmetic Television Advertisements
    in French-speaking Belgium.

    Auteur : Oliveira Genray, Morgana
    Promoteur(s) : Delcourt, Cécile
    Faculté : HEC-Ecole de gestion de l'Université de Liège
    Diplôme : Master en sciences de gestion, à finalité spécialisée en international strategic marketing
    Année académique : 2020-2021
    URI/URL : http://hdl.handle.net/2268.2/11488

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I

APPENDICES

APPENDIX 1. Percentage of the gender gap closed to date, 2020

APPENDIX 2. The Global Gender Gap Index 2020 rankings

                       Source: (World Economic Forum, 2020)

APPENDIX 3. Media consumption behaviours

              Source : (Les Belges et Internet : l'analyse complète, 2016)

APPENDIX 4. Rate of representation of women and men in French television commercials

                Source : (Conseil Supérieur de l'Audiovisuel - CSA, 2017)

APPENDIX 5. Distribution of roles in television commercials between women and men

                Source : (Conseil Supérieur de l'Audiovisuel - CSA, 2017)

APPENDIX 6. Example of the green-feminine stereotype

                    Source: (Google Image – Nivea Naturally Good)

APPENDIX 7. Example of the “feminine touch”, “bashful knee bend” and “licensed
withdrawal”

                       Source: (Zawisza-Riley, 2019, p.39)

APPENDIX 8. Representation of women in food advertisements

This is an advertisement for Cadbury’s Flake in 1991. It represents a woman eating a Cadbury’s
flake in a bubble bath. The link between food consumption and woman’s sexual appetite is very
evident here.

                             Source: (Stevens & Ostberg, 2012)

There is also the advertisement of the chocolate bar 1848 Chocolat Poulain in 2009 that shows
a woman, alone, enjoying herself with a piece of chocolate. In it we can hear several moans and
heavy breaths. The message is obvious: this woman is having an orgasmic moment while
savouring this chocolate bar. According to Stevens & Ostberg (p399, 2012), chocolate signifies
“romance, luxury, decadence, indulgence, reward, sensuousness and femininity”.

Source: (Seductive Chocolate: A Comprehensive Look Into the Chocolate Industry’s
                                  Obsession with Sex, 2018)

Ice cream ads are also a prime example. For example, Nestlé's advertisement for the Nestlé
Extrème ice cream in 2014 represents a woman savouring her ice cream cone with such intensity
that even her reflect becomes jealous and loses control so much he wants to eat this ice cream.
Many moans can also be heard.

                    Source: (Nestlé Extreme Ice Cream: Til the end, 2014)

Another way to represent the woman is to represent her as a force of nature and more precisely
as a feline. Here in these two advertisements, one by Christian Dior - Pure Poison in 2008 and
the other by Magnum - Release the Beast in 2016, the woman is represented as impulsive, no
longer responding to these desires such as the appetite of an animal.

Source: (Christian Dior - Pure Poison, 2008)

    Source: (Magnum Release The Beast - Adfilms, TV Commercial, TV Advertisments,
                                   Adfilmmakers, 2018)

Here it is an advertisement of Kinder Bueno in 2011 in which we can observe a woman eating
a Kinder Bueno. A vampire passing by cannot resist this temptation. The woman becomes the
product for this man. The consumption of food is confused with the sexual consumption.

                Source: (Kinder Bueno 2011 CZ - official commercial, 2011)

APPENDIX 9. Example of a woman’s victimization in a print advertisement
This Dior advertisement promoting the Dior Addict perfume in 2002 shows a woman in
underwear (with one breast almost visible), covered in perspiration. She is “apparently
enduring withdrawal symptoms (…), thrashing her body (…) She is a sex object, who is
completely powerless and out of control)” (Stankiewicz & Rosselli, 2008).

      Source : (Publicité Du Parfum Dior Addict (2002 - 2004) de Christian Dior, n.d.)

APPENDIX 10. Example of an infantilized woman

                         Source: (Zawisza-Riley, 2019, p.38)

APPENDIX 11. Representation of men as sexual objects in advertisements
In this Coca Cola Light commercial from 2013, we see a man moving his t-shirt. It is obvious
that he represents an object of desire for the women who observe him. However, there is an
excuse for the fact that he takes off his t-shirt: he is active and is gardening. He is therefore very
hot, especially on a sunny day.

                 Source: (Diet Coke's Sexy 'Gardener' Ad Is a Viral Hit, 2013)

In the advertisement of the Paco Rabanne - Pure XS Homme perfume in 2018, a young man
undresses because he is in his bathroom. He looks at himself in the mirror to put on perfume,
but what he does not know is that behind this mirror hides a lot of women watching him
shamelessly. Here it is evident that the man is the object of desire of these women who in the
end faint due to excess of emotion and desire.

Source : (Publicité 2018 - Paco Rabanne - Pure XS Homme, 2018)

APPENDIX 12. Example of pink tax
A Facebook post made by “Pépite Sexiste” made on September 4, 2020 denouncing a pink tax
practice of the toy brand VTech Toys.

 Source : https://www.facebook.com/pepitesexiste/posts/3493846094010840 (Pépite Sexiste,
                                          n.d.)

APPENDIX 13. Breakdown of turnover by product category in Europe and Belgium in 2015

                      Source: (Belgian Foreign Agency, 2016, p.9)

APPENDIX 14. Main cosmetic markets in 2015

                  Source: (Belgian Foreign Tarde Agency, 2016, p.8)

APPENDIX 15. Distribution of women and men in television commercials creates
stereotypes

                Source : (Conseil Supérieur de l'Audiovisuel - CSA, 2017)

APPENDIX 16. Representation of female characters’ sexualization according to product
categories

                Source : (Conseil Supérieur de l'Audiovisuel - CSA, 2017)

APPENDIX 17. Distribution of main roles between men and women in body care ads

                Source : (Conseil Supérieur de l'Audiovisuel - CSA, 2017)

APPENDIX 18. Distribution of main roles between men an women in clothing/perfume ads

                Source: (Conseil Supérieur de l'Audiovisuel - CSA, 2017)

APPENDIX 19. Example reinforcement of gender identity

                    Source : Google Image – Fa Sport double power

                    Source: Google Image – Fa Sport Energy Boost

APPENDIX 20. Example of complaint accepted by the JDP
This is an advertisement from the Yellow Cab American Hot Dogs company for Valentine’s
Day published in 2019. It represents a woman wearing a sausage in her mouth, her lips parted.
The message written under the image is "Ladies, on this lovers' day, remember that it is the
gentleman who will pay the bill for the restaurant this evening". This advertisement implies an
act of fellatio to thank her partner from the restaurant. On April 4, 2019, the JDP issued a
favourable opinion in response to the complaint against this advertisement (Benoit-Moreau &
Delacroix, 2020; YELLOW CAB/AMERICAN HOT DOGS - Internet -Plainte fondée, 2019).

APPENDIX 21. List of Belgian TV channels on the French speaking side and their market
shares

         Source: (CIM TV – Sud, 1/1 - 31/12/2019, Live+7 + invités - GfK Belgium NV)

APPENDIX 22. The most watched Belgian TV channels during confinement by age group

                               Source: (Le Soir, 2020)

APPENDIX 23. Example of dayparting on Pickx

Source: (Screenshot of television programming of December 31, 2020 proposed by Pickx)

APPENDIX 24. Peak audience on TV in France

            Source: (Bathelot, Prime time TV - Définitions Marketing, 2020)

APPENDIX 25. Pivot tables for content analysis

 Distribution of primary visual characters and primary narrators in cosmetic advertisements
                                 between women and men:

      Distribution of primary visual characters and primary narrators by main targets:

       Proportions of female and male primary visual characters by product category:

Proportions of female and male primary narrators by product category:

Proportions of female and male primary characters if the product is qualified as eco-friendly
                                         or natural:

                       Distribution of main targets by product type:

Distribution of product quality – mass or luxury – between the main targets:

            Distribution of age between primary visual characters:

Distribution of hair and eyes characteristics between primary visual characters:

Count of ideal body among primary visual characters:

                     Count of nudity among primary visual characters:

Distribution of roles – expert, consumer or aesthetic – between primary visual characters for
                                 body care advertisements:

Distribution of roles – expert, consumer or aesthetic – between primary visual characters for
                                  perfume advertisements:

             Proportions of women and men represented as a sex object or not:

               Proportions of women and men represented as a victim or not:

         Proportions of women and men represented with a childhood behaviour:

Proportions of women and men represented in a leader position:

Distribution of occupational statuses between primary visual characters:

APPENDIX 26. Female and male stereotypes in advertisements including cosmetic
advertisements

                              Female stereotypes

Male stereotypes