Why is yogurt advertised solely to
women?
In the few links I provide below we see
examples of yogurt being advertised solely to women. Yogurt commercials
typically portray women as best friends, a mother and daughter duo, or even a
health conscious woman by herself, contemplating an unhealthy snack or the
yogurt as an alternative. Through marketing and advertising campaigns yogurt
has become the official snack for women with the obvious counterpart of beer
and meat being marketed solely to men.
I believe that the gendering of food can
be traced back as far Medieval Times. Before people became educated regarding the
nutritional values of grains, vegetables, and dairy products meat was
considered the only way to obtain substantial protein. During this time men
were the hunters, while women were the gatherers. Men were considered the most
superior and powerful gender compared to women and thus consumed the majority
of the meat products thinking they deserved the protein. Even though a woman's
daily work could be just as strenuous as a man's, men were considered the
gender with the most physical work to do, and meat was considered the main
source of strength and protein to do the work.
Research now shows us that people who
choose to eat no meat can still get all of the protein and nutrients they need
from other sources, and can be even healthier than those who choose to consume
meat products. In some cultures vegetarians are still assumed to be woman, and
men are looked at as weaker if they choose a vegetarian diet. Out of the 3.2
percent of American adults who partake in a vegetarian lifestyle, 60% of them
are woman. Although it was a long time ago that men who did not eat meat were
thought of as feminine and less masculine, some of this stereotyping is still present
today.
Advertising to a gender comes down to
two basic things: health and attractiveness. The reason yogurt is exclusively
marketed towards women is because it is advertised as a healthy snack
alternative that will help you reach or maintain your weight goals and thus
make you healthy and more attractive. When marketing to men its not about
weight goals, its about becoming stronger and more masculine so you’ll be more
sexually attractive. Women generally respond best when things are targeted as “health
goals” and for men marketing tends to be about whether or not this product will
help them get laid. Yogurt fits into the first category.
Take
Activia yogurt commercials for example. Activia promotes their brand of yogurt
as healthy for digestion problems in women. It is considered less-masculine for
men to battle with digestion problems and thus its not discussed. Yogurt is
also said to balance the bacteria needed to maintain vaginal health. As a man
would you grab yogurt as a snack when it’s said to maintain vaginal
health?
In the Yoplait commercial you see a
woman trying to decide if she should have a piece of cheesecake or not.
She discovers the cheesecake-flavored yogurt in her refrigerator and eats
instead. You are led to believe she is thrilled at getting to have her
Cheesecake yogurt and she doesn’t miss the real thing at all. It is highly
unlikely to see a commercial of a man contemplating what to eat because of diet
or weight consciousness.
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