Gender identity is very significant in understanding consumer behaviors. There are differences in assumption about sex-typed behavior. We expect males to achieve "agentic goals, which stress self-assertion and mastery" and female to meet "communal goals, such as affiliation and the fostering of harmonious relations" . Consumers often react strongly to sex typed products and also assume certain sex typed behaviors. Therefore, marketers study these behaviors and use different approaches to targeted gender. These are easily found in TV commercials. .
For example, Luv diaper commercial portrays stereotypical gender roles. One Luv commercial portrays a woman holding a baby very carefully while gentle background music plays. Setting is very quiet, calm, and softly glowing. In the following scene, the TV screen is filled with lively children running around and mom and dad chasing after them. Parents are busy keeping their eyes on children. The bathtub is filled with toys and the house is a mess. The Luv diaper slogan is "live and learn and get Luv". .
After the slogan, mom appears and says, " Where are you going to get that guarantees? I will not get guarantees if I am going to get a shower everyday". They offer no leak money back guarantees. With this slogan, the Luv offers not only the inexpensive diapers as well as sense of securities to consumers. The commercial is indicating that when parents have their first child, they are new to parenting and therefore will get expensive diapers. As they have more children, they will get more realistic. Luv diapers are not as expensive as other fancy brands but do the same job. .
If the father rather than the mother claimed he is not sure if he will get a shower everyday because he is too busy taking care of the children, people will not be as sympathetic as when the mom says it. This commercial is targeting women with children who want inexpensive but quality diapers.
