Content analyses of television advertising document the ubiquity of traditional images of women, yet few studies have explored their impact. One noteworthy exception is the experiment by Geis, Brown, Jennings, and Porter (1984). These researchers found that the achievement aspirations of controls and women exposed to traditional images were lower than those of both women who viewed nontraditional replicas and men, leading to the conclusion that women's aspirations were muted by sexist advertising. An updated extension and modification of their study with 185 college women and 96 men did not find an interaction between gender and ad exposure, suggesting some changes over time in women's aspirations, as well as in the content and impact of commercials. Although women's achievement scripts now appear more similar to men's, as well as more resistant to sexist exposure, there are signs in the present data and related research that women's aspirations are not fully impervious to sexism in the media.
During the Covid-19 pandemic, lots of businesses were negatively affected, one of which is Dapur Tihwa, a Small Medium Enterprises (SME) around Cianjur which sells various types of food such as cireng and seblak. Not only external challenges such as the pandemic period which resulted in Dapur Tihwa decreased sales up to 50%, there's many internal problems experienced by Dapur Tihwa such as production, finance, marketing, distribution, and mindset. In fact, as we all know, Small Medium Enterprises (SME) have a major contribution due to Indonesia's macro economy. Therefore, during the community development opportunity held by Universitas Prasetiya Mulya and based on the analysis that has been carried out by the group, the group will focusing on conducting research especially in the marketing department by improving Dapur Tihwa marketing strategy with the intention to increase affected sales during this Covid-19 pandemic. Through intensive assistance, our partner has succeeded in obtaining new, more attractive packaging stickers, knowledge in digital technology, as well as the addition of marketing and sales media, namely Shopee and Tokopedia.
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