@mirandadoesbrands
Instagram · Talking Head Edit
@mirandadoesbrands An exploration of how we went from the Mad Men era to the marketing girlie trope. I had a lot of comments on my original post saying “what about mad men” so I thought I would do a little deep dive into how the perception of marketing as a profession has evolved over the years and the concept in sociology of occupational femminisation
Performance
Video #24297 · Talking Head Edit
[01]
The creator presents a historical analysis of the marketing profession, tracing its evolution from a male-dominated field in the 'Mad Men' era to a female-dominated one. She explains how the perception, language, and pay associated with marketing changed as more women entered the industry, linking this shift to pop culture portrayals and the sociological concept of 'occupational feminization.' The video concludes by suggesting that marketing is currently being recoded again due to the influence of AI.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
Marketing is being rebranded so boys can do it too PART TWO
Verbal hook · 35%
Marketing is being rebranded so that boys can do it too, part two.
Visual hook · 20%
A collage of four distinct images is overlaid on the speaker: a black-and-white photo of Don Draper, a group of men in suits from the Mad Men era, a modern photo of women in an office, and a photo of women in pink outfits. This visual contrast immediately establishes the video's theme of historical and gender-based evolution.
[06]
Steal this for your own video
is being rebranded so can do it too PART
[07]
The promise the opener makes, and how the video pays it back
Hook
A provocative, counter-intuitive thesis about a field being 'rebranded' for a different demographic, immediately creating intellectual curiosity.
Payoff
Connects the entire historical pattern to a current, emerging trend, suggesting the cycle is beginning again and fulfilling the promise of the initial hook.
[08]
The structural pattern this video runs on
Framework
The Historical Re-Framing
To explain a current phenomenon by tracing its historical evolution, showing how its perception and value have been shaped by demographic and cultural shifts, and then projecting that pattern onto an emerging trend.
The 'Golden Age' Origin
Establishes the historical baseline of the subject, defining its original high-status perception and the demographic that dominated it.
The Demographic Tipping Point
Introduces the key catalyst for change—a significant shift in the demographic makeup of the field—and the rationale behind it.
The Cultural Devaluation
Details the negative consequences of the demographic shift, linking it to a change in cultural perception, a simplification of the work, and a decrease in perceived value or pay.
The Scholarly Stamp
Introduces a formal academic or technical term to legitimize the observed pattern, lending authority and credibility to the argument.
The Universal Mechanism
Simplifies the academic concept into a clear, cause-and-effect principle, explaining how cultural coding directly impacts a field's workforce and value.
An exploration of how we went from the Mad Men era to the marketing girlie trope. I had a lot of comments on my original post saying “what about mad men” so I thought I would do a little deep dive into how the perception of marketing as a profession has evolved over the years and the concept in sociology of occupational femminisation
title · beginning
Marketing is being rebranded so boys can do it too PART TWO
contextual · beginning
Mad Men era
contextual · beginning
when the marketing girlies see the marketing girlies "working"
contextual · beginning
marketing girly trope
contextual · beginning
50s and 60s
contextual · middle
the science of persuasion
contextual · middle
conquering
contextual · middle
dominating
contextual · middle
women controlled household spending
contextual · middle
"PR-ification of marketing"
contextual · middle
a support function rather than a growth engine
informational · end
occupational feminization
Marketing is being rebranded so that boys can do it too, part two. Let's talk about how we went from the mad men era to the marketing girly trope. In the fifties and sixties, marketing was a man's world. It was a prestigious role that was framed as the science of persuasion, and they used the language of warfare, conquering the market, dominating the consumer. And it wasn't until the seventies and eighties that more women entered the field. The industry realized that women controlled household spending. And there was this narrative that women were more naturally suited to understanding consumers. And then in the nineties and early two thousands, we saw the PRification of marketing. Shows like Sex and the City and Bridget Jones started pushing this idea that marketing was throwing parties and making things look pretty. And it was around this time that marketing pay began to lag compared to other business functions. And by 2010, marketing was 60 to 70% female, and in many organisations perceived as a support function rather than a growth engine. And this is what sociologists call occupational feminization. Once a job gets coded a certain way through language and cultural narratives, that framing shapes who does that job and how much it's valued. Marketing has been recoded multiple times over the years. And whilst there is not a tech pro psyop, we are seeing signs that it's being recoded again as a result of AI.