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 members 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) gender-oriented.
B) ego-dominated.
C) sex-typed.
D) gender-bending.

Question

Quizplus · Accepted Answer

Mark's argument that men will perceive skin-care products as too feminine if they share the same brand name as women's products suggests that he views these products as being strongly associated with one gender over the other. This is the definition of "sex-typed," where items or behaviors are stereotypically categorized by gender.

Jenine Is a Copywriter at a Medium-Sized Ad Agency, and She