Gender Differences Between Men And Women In Advertising

Within the realm of advertisements, there appears to be a fundamental difference in the way men and women are portrayed. There are several techniques used in advertisements in order to attract the viewers they want. The use of beautiful people in ads is seen most often to create a connection between the product and the buying; specifically, to make the buyer like the person in the commercial, so they are more likely to purchase the product. This raises the point between the design schemes of ads that are targeted towards men and women. In ads directed towards men, they are portrayed as aggressive and usually in the pursuit of power, speed, wealth, or physical/business domination. Flattery is usually seen in commercials and ads directed towards …show more content…
A product that is supposed to appeal to a man will often make claims of it maximizing their performance to the specific task. For instance, giving a product the characteristics of making a man faster, stronger, or better. However, women are shown in an entirely different light by the advertising world. Instead of being strong and powerful people, women are usually seen in a domestic role. It is not uncommon for a woman to be seen as a housewife, mother, or simply cooking. They are put into a passive role that usually has them receiving the notice or praise of a dominant male figure. Products often take an appearance that emphasizes being cute and not aggressive, and push for the notion that women should try to be pretty and wait for a man to come save them instead of possessing the ability to take charge. The way advertising companies design advertisements creates a cultural expectation for the population to follow that model of how a gender should