Jamie Drout is interested in perceptions of gender stereotypes within beauty product advertising, which includes soap, deodorant, shampoo, conditioner, lotion, perfume, cologne, makeup, chemical hair color, razors, skin care, feminine care, and salon services, as well as the perceived benefits of empowerment advertising. Gender stereotypes specifically use cultural perceptions of what constitutes an attractive, acceptable, and desirable man or woman, frequently exploiting specific gender roles, and are commonly employed in advertisements for beauty products. Women are represented as delicately feminine, strikingly beautiful, and physically flawless, occupying small amounts of physical space that generally exploit their sexuality; men are represented as strong and masculine, with chiseled physical bodies, occupying large amounts of physical space to maintain their masculinity and power. In contrast, empowerment advertising strategies negate gender stereotypes and visually communicate the unique differences in each individual. In empowerment advertising, men and women are to represent the diversity in beauty, body type, and levels of perceived femininity and masculinity. Jamies project is focused on understanding consumer perceptions of these advertising strategies.

Jamie conducted a survey using the following questionnaire (The 10 categories and their data is in the following pictures):

Assignment: Jamie received 105 responses, which are organized as a database in the Excel file Drout Advertising Survey.

1. Explain how the data and subsequent analysis using business analytics might lead to a better understanding of stereotype versus empowerment advertising. Specifically, state some of the key insights that you would hope to answer by analyzing the data.

2. Create some PivotTables to draw some initial insights from the data.

Focus on part 2 of the assignment if you need to choose between 1 and 2

A B E F G . J K L M N O P Q R S T U V W 1 Respondent Gender Age Education Income Spending Ad Frequency Stereotype Reinforcing Transform Empowerment% 2 1 Female 23 Some undergraduate courses $10,000 to