Driving sales: Print and TV advertising of cars to women drivers

Research output: Chapter in Book/Report/Conference proceedingChapter


Graphic designers work as part of teams. They work closely with clients from manufacturers to marketing and advertising agencies, including creatives and account executives. Graphic designers need to understand how products are positioned in relation to potential markets, and how goods are presented as desirable to certain groups of consumers. This chapter looks at one example: how advertisers have tried to sell cars to women. It examines the ways in which advertisers have both represented and addressed women in the visual culture which surrounds automotive design, production, marketing or mediation and consumption or use, known as car culture. Women’s influence on car purchase has long been recognized, but women have less often been recognized as drivers. Because no visual language existed through which to represent women drivers, car advertisements aimed at women have borrowed the language and imagery of fragrance and accessories advertising (Lees-Maffei 2002)....
Original languageEnglish
Title of host publicationReading Graphic Design in Cultural Context
EditorsGrace Lees-Maffei, Nicolas P. Maffei
Place of PublicationLondon
PublisherBloomsbury Publishing
Number of pages17
ISBN (Electronic)978-1-4742-9380-8, 978-0-8578-5802-3, 978-1-3500-1558-6
ISBN (Print)978-0-8578-5800-9, 978-0-8578-5801-6
Publication statusPublished - 7 Feb 2019


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