Jenine is a copywriter at a medium- sized ad agency, and she is eager to show off her superior skills and up- to- date knowledge of the best ways to reach her target market. She is working with Mark on a new account with a line of skin care products. The line will carry the same brand name for both men's and women's products. The project team do not agree on how to position the product. Mark argues that using the same brand name on both men's and women's products is a mistake. Men will think that products for moisturizing their skin will be thought of as "sissy" products, or too feminine; "real men" won't use them. Mark is saying that skin care products are:
A) male- female bifurcated
B) gender- oriented
C) sex- typed
D) androgynous
E) ego- dominated

Question

Quizplus · Accepted Answer

Mark is suggesting that skin care products are "sex-typed," meaning they are perceived as appropriate for one gender over the other, which is why he believes men might view them as too feminine.

Jenine Is a Copywriter at a Medium- Sized Ad Agency