The current project aims to use data to answer the following case study.
“
Jamie Drout studies gender stereotypes and advertising for beauty products. This includes soap, shampoos, conditioners, lotions, perfumes, colognes, mascaras, hair colors, razors as well the perceptions about empowerment marketing. Advertising for beauty products is a common place where gender stereotyping often abuses certain gender norms. The images of women are delicately feminine and stunningly gorgeous, and they occupy very little space. This is because it exploits their sexuality. Men are shown as strong and muscular with well-built bodies and large physical spaces to preserve their power and masculinity. Empowerment advertisements, however, challenge stereotypes about gender and emphasize the unique characteristics of each individual. Empowerment advertising should show both men and women the different aspects of beauty, body type, and perceived masculinity. Her project is focused on understanding consumer perceptions of these advertising strategies.”
Jamie Drout’s case study indicates that the main focus of the analysis will be on obtaining data so Jamie Drout can use it to learn consumer perceptions in support of the aforementioned advertising strategies. The following are some hypotheses which will be emphasized in the case study:
Hypotheses
H1: Men and women are equally likely to perceive gender stereotyping
H2: Advertising strategies are perceived equally by consumers.
Data Analysis
Anova and two sample t tests will be conducted using all available data. An analysis of the data will yield information that could be used in making comments regarding this case study.
ANOVA
Null hypothesis
Alternative Hypotheses
Significance level: α = 0.05
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Formatting
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