include Burkitt butler within branding
incorporated examples of really heavily gendered products show how these reproduce gender stereotypes/roles - before branding to use anchor
intro:
- Could be cut down until need more words
- in order, in relation - draws too much attention to essay not necessary
ADD onto intro of sex idea of being male or female problematic
- Burkitt - sex is social category
- introduces
- Kessler and McKenna - p114
- power of linguistic in sex and how this influences gender - Chromosomes
- idea of sex is faulty
- how we engage with gender solely has to relate to sex and exceptions
Referencing:
- don't need to include date just say name
- include page numbers for quotes if possible
Industrial revolution - add reference
post war
Butler:
- don't misinterpret the idea of performance
- not intentional, just doesn't emerge naturally
- derived from social convention
Review Butler section
- Think about what you want to suggest, think about length of sentences
- Talk about difference more between Butler and Lorber - good in reference to branding
how products engage with performance / how brands reproduce performances in the same we we act
big write up about L'oreal could reduce if needed
big claim about gender roles - highlight news articles that talk about non-binary, gender fluidity
show evidence of changes in society
body positivity - sceptical 'positive approach'
- men aren't as values or judged as much in terms of physicality but more intelligence
- dove sustain evaluation of women based on body
- cunning - sponsor huge scientific convergences, designed to say dove are right
glen Jankowski - dove
The ordinary:
- difficult to argue that can target men and women
- could, not only approach
- be more open to be gendered, have a gendered approach as long as damaging stereotypes are being used as well as this is a product whoever can use it
- demonstrate criteria that shows men and women can be targeted e.g. sales going up compared to stagnated sales
- why have companies chose not to use gender, what are they gaining from that, way of establishing a USP?
- Emerging brand strategy? how can give a boost
- rethink about identity rethink focus on consumer in less stereotyped way
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