GENDER STEREOTYPES IN ADVERTISING Assoc

Gender stereotypes in advertising reflect the male-dominated values of our world. Advertisements represent an exaggerated stereotypical image of a world, where men, mostly white and heterosexual, outnumber women. The results of a comparison on gender roles in advertising showed that 90 percent of doctors in ads were portrayed by men, while more than 50 percent of women in advertisements were depicted as housewives. Women in advertising can usually be found in the kitchen or in the bathroom doing some domestic task. The female image outside the house always has a sexual subtext. A woman is pictured either as a secretary, or as a young and beautiful doll-like fashion model. The ideal proportions, consisting of large breasts and thin legs and waists, are indispensable in advertisements.

The use of gender stereotypes in advertising.

In fact, gender stereotype has played a role in life since the beginning of time and still continues. After all, there’ve also been several advertisements, which has succeeded to counteract such act. Though, some advertisers have found one gender to beneficial to their company, and so to offend the other to maintain benefits, other advertisers has managed to also express gender equality in their advertisements which suites a much broader batch of viewers.

Gender Roles in Advertising - APEC HRDWG Wiki

Gender Stereotypes in Advertising Is presence of gender bias in advertising bad or good? It is hard to say, because it is often hard to make a good advertisement without it. But sometimes the advertisement shows the gender appurtenant in negative way and can be regarded as a sort of discrimination, especially when it concerns women. For example, when a woman is shown only as a sexual object or man-dependent and without possibility for a self-allowance (Matthews). Men on the contrary often portrayed as independent and self-confident...

Gender Stereotypes in Advertising.

Historically, use of gender in advertising "has stressed difference, implicate, and even the natural dissimilarity of males and females" (Katz, pg.461).

Gender Stereotypes in Advertising | Gender Stereotypes


Gender portrayal in advertising today
EDCI243, Spring 2014 project

I do not own the rights to the music of pictures included in the videoThe gender portrayal in advertising has always been much debated and extensively researched topic in many developed and developing nations. This article reviews the academic research conducted on portrayal of female in advertising, research approaches used in the past studies and focus of study. In addition, it is hoped that this review will help the researchers to identify the gaps in the studies and provides them a platform to fill those gaps in the academic research.The role of gender in advertising has been an issue in society since the advent of modern media and advertising methods. Modern media uses methods that concentrate on sex and the stereotypical images and ideas of the parts men and women play as consumers. These methods construct a female social problem that began in the 1960s with the portrayal of stereotypical housewives. Today, this image has evolved into a new social problem for women. New advertisements are exposing women in ways different from ever before: the semiotic placement of the Robert Cavalli fashion advertisement found in In Style Magazine reveals the distorted perceptions that are placed on women of a hyper-sexualized and submissive female gender role in American culture.
The color scheme layout and visual focus of the ad augment the construction of the overly sexual female function in society. Upon first glance, the ad is quite stunning. It is flashy and easily noticeable while flipping through the magazine pages. The ad uses bright colors to accentuate the two subjects and draw attention to their faces. The colors range from bright greens and orange-reds to subtler blues and browns towards the bottom of the ad. These colors are used to catch the magazine reader’s eye and draw attention to the clothing. The background is a bright orange curtain that draws the attention to the figures at the center of the page. They seem to be completely undistracted by the world around them. There are no outside forces drawing their attention away from each other. The man’s eyes, strongly focused on the woman, suggest that the figures share a serene and perfect moment away from the outside world. Nothing else in the world matters more than the two of them being together at that very moment. The feeling of desire and need flaunt a sexual image that is constantly viewed by society.
A clearly sexual message is revealed through the most drastic and eye-catching image ... The article makes an original contribution to debates about representations of gender in advertising, to poststructuralist analyses about the contemporary operation of power, and to writing about female `sexual agency' by suggesting that `voice' or `agency' may not be the solution to the `missing discourse of female desire' but may in fact be a technology of discipline and regulation.