Gender Stereotypes In Selling Happiness: Two Pitches From Mad Men

1030 Words 5 Pages
In the United States, we, as a society socially construct the concept of gender. Our institutions such as the church, the school, and the media determine what is considered feminine and masculine. Our institutions expect girls to behave feminine, they believe girls are dependent, passive, nurturing, submissive, home-oriented, emotional, kind and gentle. Our institutions expect boys to be masculine. They believe the masculine behavior is that boys should be active, dominant, independent, tough, aggressive, blunt, cruel, and rarely cries. These expectations of female and male behavior are stereotypes because is a widely held idea that women and men should behave like that. These stereotypical gender roles can be seen through advertisement. …show more content…
It automatically shows that woman is supposed to be doing domestic work. Female responsible for cleaning. The message in the advertisement associates that the best gift for a woman is to tell her to clean more. In most cleaning supply advertisement, they are always woman associate to cleaning reassuring that woman is for domestic work. Advertisement like this undermines women. In “Selling Happiness: Two Pitches from Mad Men,” it explains advertisement needs to have a sentimental bond with the product. Advertisers manipulated the product by showing a mother and daughter bonding while cleaning. They show that females can bond while …show more content…
This shows that gender stereotype roles are exposed to children as well. Little girls playing with pink or purple toys, and toys that their gender is expected to do when they are adults. Females are associated with cosmetics and beauty products. This advertisement reflects that girls are going to grow up and care about their appearance. This stereotype limits the potential of our future generation because we have restricted them from being able to do more. These advertisements are putting false expectations and restricting the potential of our next generation of women. These advertisements reinforce that girls are easily influenced and

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