Dove Deodorant: Gender Stereotypes In Advertising

Good Essays
A picture is worth a thousand words, and a good advertisement will take advantage of this opportunity to attract new customers and try to incorporate as many messages and meanings as possible in a single image. Advertisement companies will target specific audiences using key elements in their ads such as; distinct colors, images, text style, product placement, and they will also play to the emotions and stereotypes common in today’s society. The above ads for Dove deodorant are a clear example of an advertisement exploiting gender stereotypes to appeal to both women and men.
It is quite evident that the first advertisement for Dove deodorant is directed towards a male audience. Placing a well-known male spokesperson in the ad implies that this
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The spokesperson is holding a basketball, reminding viewers of the ad that he is an athlete. I suppose the idea behind placing a famous athlete in this advertisement is to draw the attention of men, and plays into the stereotype that all men are obsessed with sports, in which it is also assumed that all men idolize athletes. Having this individual in the ad also conveys the idea that if an athlete who is very active and physically fit, uses this product, then it must be very effective at stopping odor, therefore persuading potential customers. The slogan in the bottom right corner states the deodorant is, “tough on sweat, not on skin”. This further plays into the male stereotype that men are more physically active, rugged, should be tough and therefore need a “tough” …show more content…
Bold text can be interpreted as a figurative representation of stereotypical male characteristics such as; courage, risk taking, confidence, and directness. The use of dark, deep colors can also represent some of these characteristics. The ad plays upon the male ego, which is in itself a product of the general male stereotype, to try to convince men they need this product.
The second advertisement also uses text style and color to draw the attention of women. The background color is white, which can be assumed to represent purity, such as the traditional white wedding gown. The text is also thin, and an elegant cursive phrase is placed within the ad; these words can also be used to describe the ideal woman according to popular stereotypes.
Anyone can see that both advertisements cater to stereotypical roles in order to appeal to their respective potential customer bases. Both advertisements employ the use of gender specific models, product placement, props and slogans, and even specific text style and colors. Stereotypical ideologies are abundant in these advertisements, which in turn can be successful in persuading new customers who want to conform to society’s standards and

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