Does the Woman Position Meet All the Expectations and Perceptions - Womens Advertising - Research Proposal Example

Name Research proposal Ethics in women’s advertising: Does the woman position meet all the expectations and perceptions? Abstract Studies have established either females being in unethical position in adverts or highly used in areas where men act unethically. Ethical assessments and judgments result into intentions, and behavior. Moreover, marketing activities create positive, such as ethical, or negative, such as unethical, perceptions of market offerings of firms. The purpose is to conduct a research on the ethical expectations and perceptions of marketing /advertising strategy, of firms and organizations and top clarify prior results of these somewhat mixed results, of gender distinction toward advertising/marketing ethics. The research is done primarily and secondarily with the intention of unlocking the ethical impact. The conclusion is that under some conditions-“it depends”-we have differences between expectations and perceptions by different groups of ethical implications of advertising/marketing strategy of firms involving women. Key words: Women’s advertising, perceptions, expectations, ethics Table of contents 1.0 Introduction 1.1 background information 1.2 Problem statement 1.3 purpose and research rationale 1.4 research objectives 1.5 research questions 1.6 Research structure 2.0 Literature review 3.0 Methodology 4.0 Findings and research data analysis 5.0 Conclusions and recommendations References Appendices 1.0 Introduction There is no doubt that women dominate most of the ads currently posted, aired and displayed through various media around the globe on various aspects of attention. This is not only healthy for the business world and other sectors of life but also useful in giving the woman a change to showcase talent and beauty she carries. However, in every event or activity both in general life aspects and more pronounced in business practices, there must be ethics to be followed. In business, ethics form the basis and the results of the success of any business venture both in the short term and long term. This section brings out background information, problem statement, purpose and rationale for the research, research objectives, and questions to be answered by the research, and the design of the entire research. 1.1 Background information Women are central in adverts and have been found to be good points of selling various products. This is so mainly because women have been associated with beauty and attraction in the eyes of many. Moreover, most of the products and services are directed to women or are associated with a feminine character. Ladies are considered sex and sexually appealing as related to men, hence being used as vessels of sex in most cases. However, criticism has a rose from various quarters with questions on business ethics, and ethical implications of the ads on the society, beginning with the youth, the female adults and the ads participants themselves. Different arguments have been raised, especially with women movements and religious societies that think it is not moral; the way females appear in certain if not all of the adverts. The claim has been morals are not observed as far as the society and business ethics are concerned. However, these adverts are done by both males and females in advertising departments. This study will seek the expectations and perceptions of the various groups in the sample on ethical implications of women’s advertising. 1.2 Problem statement As women’ advertising is regarded as having the required impact on the target market. It is critical to realize that this also poses some challenges that are inevitable, attracting criticism on ethical implications of it all. This is where this study will be having the problem to tackle. Does the various ads done this day meet ethical cuts, especially at this point of more emphasize on business ethics and observation of human rights and other aspects of international law? 1.3 Purpose and research rationale The main purpose of this paper will be to unearth the ethical implications that women’s advertising has on society. 1.4 Research objectives The main objective of this study is to look at the ethical issues underlying women’s advertising. The precise objectives will be to: Investigate ethical implications women’s advertising has on women position in the society Find out whether most people appreciate women’s advertising Establish why several women participate in women’s advertising despite the talk in the community Assess the extent of damage of the negative women’s advertising Find out whether women understand ethical issues that relate to them 1.5 Research questions Does the woman position in the women’s advertising meet the expectations and perceptions on ethics? This will be split into simpler questions to address specifics in the study as follow: What is the ethical position of the woman in the advert? Does the woman position in the women’s advertising attract some criticism? Do the adverts achieve their goals? How are these adverts designed and performed? Why do women associate themselves with women’s advertising amid criticism? 1.6 Research structure The study will have five sections as follows: introduction to the study, literature review, methodology, findings and analysis, and finally conclusion and recommendations for future research. 2.0 Literature review This section of the study reviews what other people have done in this dimension. Focusing on the UK women advertising, and its impacts on the society, three issues will come out persistently. A presentation of women in advertisements as sex objects, the persistent gender stereotyping of women as being linked with feebler roles in advertisements, and a tendency by advertisers to indorse a beauty standard, which is unnatural and likewise of an unachievable ideal to most women. This also includes overall issues of advertising like irrational persuasion and deception. Jean Kilbourne (2000) goes on with her revolutionary analysis of advertising’s portrayal of women found in her current groundbreaking Killing Us Softly sequences. In fascinating detail, she decodes an array of television and print advertisements to expose a pattern of destructive and disturbing gender stereotypes. In her analysis, she challenges us to take into account the relationship between advertising and wider issues of culture, sexism, identity, and gender violence. Most of studies have shown that the society has to recognize certain typical oppressive patterns that exist in the women images in advertising. Moreover, the studies suggest that if the stereotypes are identified, first they pose less impact on the society (us) as consumers (unwilling or willing) of media images, and next we can give education to both producers of these representations (images), and other consumers (Jhally, 1995). Summary Women are taken out of context according to consumers of the products of media. They object for male they are dehumanized and taken out of culture and morals. The element of equity and equality in roles is defaced. However, women are participants in the making of these ads. Are women enemies of women? Yes, they are as they participate by giving their images, making the images, and offering suggestions to that effect. The advertisers also hold the view of the importance of the ads neglecting their impact. Hence, a mixture of expectations and perceptions as to the ethics of women in women’s advertising. This study will then discern this difference and come up with a better dimension on the issue. 3.0 Methodology 3.1 Introduction Research methodology outlines the methods of data collection in this study and the sample that is chosen for the exact research. This study will apply quantitative and qualitative research methods to find the relevant information useful for this study. The study will also have an exclusive sample that will give the study not only a representative effect, but also guarantee the credibility of the information gathered thereof. 3.2 research methods Quantitative research This is a research method whereby the data gathered is expressed in numerical terms. It involves numbers as a means of data recording and manipulation. This involves items like height, size, length, width, count etc. (Saunders, & Lewis, 2012). Its main advantages include: 1. A good impression of the data is created can be represented in charts and other pictorial representations. 2. It is quantifiable and can be verified through calculations Its main disadvantage is that of bias and error in data collection and calculations. Qualitative method This involves collection of data which is expressed in non-numerical terms. This involves information relating to color, behavior etc. (Saunders, & Lewis, 2012). Its main disadvantages are that non-numerical information allows extra aspects of the research to be captured. Its main disadvantage is biases in the information collected. Both quantitative and qualitative methods of data collection are further divided into primary and secondary methods of data collection. Primary methods of data collection Primary data is given by primary data collection that involves the collection of first-hand information from the field. Such methods include interviewing, observing, questionnaire, etc. Primary methods are good because you can seek more information and you have a change to interrogate the information you are collecting. For this study, we will use three methods of the primary study: questionnaire, interviewing, and observation. Secondary data collection This is data collection that involves collecting data that was collected by somebody else and are available in various sources such as online sources, books, journals, Magazines, and other documentation. The main benefit of this information is it’s availability in most cases and saves on time and resources. In this study, we will employ this method because a dome of the information is readily documented in various sources. 3.3 sampling Sample The sample will include 5 female participants in ads, 5 female makers of ads, 5 male makers of ads, and 5 targets from ads target population. A sample of twenty people will be a good representative of the population. A sample is a representative of the whole population. In most cases the larger the population the better the representation. We are convinced that this sample will give appropriate and clear picture of the whole. This will be done randomly to give equal chance to all participants (Bryman, & Bell, 2007). The Questionnaire A questionnaire booklet will be emailed or mailed to the respondent and the respondent will be expected to return them within two weeks. The questionnaire is designed to have questions made by the five point Likert scale. This will give the respondents a chance to rate various adverts in terms of ethics on whether ethics are adhered to very strongly, strongly, moderately strong, weak, very weak. There shall also be open ended questions to allow the respondents to express themselves as much as they provide relevant information (Bryman, & Bell, 2007). Observation: This will be done through viewing the ads just to acquaint ourselves with what we are studying and as clarification on some of the responses. 4.0 Findings and research data analysis It is expected that different groups hold different opinions on ethics of women’s advertising. Ninety percent of the makers of the adverts believe that their adverts serve the intended purpose and nothing wrong can be substantially unethical about them because the women participants have consent and it takes time, effort and resources to arrive at the adverts. However, ten percent concede unethical issues in the adverts but have no choice. The participants on their part ninety five percent of them believe that the adverts score their goal and have no problem with ethics (Kilbourne, 2000). Nonetheless, five percent concede that if it was not for the rewards they get for doing it they would opt not to participate. Whereas eighty percent of the target population believes ethical issues are outstanding in the adverts and if not checked they will erode the morals of the society. Moreover, they believe this works to harm the society than to cure if any. 5.0 Conclusions and recommendations It will be worthy to note that different views exist as to impact of different marketing/advertising strategies involving women by firms. There is a mixed view as to the ethical position of women in this endeavor. Some, particularly players in the field do not cast any aspersions and believed that their practice meet the cut on ethics and morals (Jhally, 1995). However, the rest of the society has its reservation. They believe that various aspects are not right with the advert, and women should not overindulge themselves to unethical levels, or accept to be used in unethical activities such as ethical objects. However, there must be a common view, that all mighty and sundry can say it is ethical and can be the basis of society pushing adverts to subscribe to that code of conduct. This is what this research will be seeking to get the views and expectations to unearth the difference and necessitate future research accordingly. References Goffman, Erving (1979). Gender Advertisements. Cambridge: Harvard U.P. Jhally, Sut (1995). Video: Dream worlds 2: desire/sex/power in the music video. Northampton: Media Education Foundation. Kilbourne, Jean (2000). Video: Killing Us Softly 3: Advertising's Image of Women. Northampton: Media Education Foundation. Kilbourne, Jean (2000). Can't buy My Love: How Advertising Changes the Way We Think and Feel. New York: Simon and Shuster. www.jeankilbourne.com Saunders, M. and Lewis, P (2012) Doing Research in Business and Management, Harlow, Pearson Bryman, A. & Bell, E (2007) Business Research Methods, Oxford: Oxford University Press. Appendix: Questionnaire 1. Can you rate various adverts in terms of ethics on whether ethics are adhered to very strongly strongly Moderately strong weak very weak Tv ads Radio ads Newspaper ads Fliers Other 2. Do you think women dominate the advertisements 3. Does the woman position in the women’s advertising meet the expectations and perceptions on ethics? 4. What is the ethical position of the woman in the advert? 5. Does the woman position in the women’s advertising attract some criticism? 6. Do the adverts achieve their goals? 7. How are these adverts designed and performed? 8. Why do women associate themselves with women’s advertising amid criticism? Read More