Gender Stereotypes In The Commercials

2179 Words 9 Pages
Register to read the introduction… Only the Reeses ad featured any senior citizens, and that was not the main portion of the commercial. There were no indications of any gay or lesbian models in any of the commercials. Minorities represented in the ads featured a fair number of African American men, and a few African American women. There was a single male Hispanic model skateboarding, and a single male Native American model in the Burger King commercial. Noticeably absent from all the commercials were Asians. Very few of the models had anything to do with the product they were selling. The exceptions were the Subway, UPS, CDW and Verizon Wireless commercials in which the models portrayed employees of the companies. From what I saw, the models were primarily chosen for their looks, and not their knowledge or relationship to the …show more content…
She also uses gender polarization, which points to the fact that men and women differ not only in society, but that these differences constitute a central organizing principle for the social life of society. Examples of both these lenses could be found over and over in the commercials. Firstly, this was true by the fact that the majority of models were male, particularly for voiceovers, women were generally only used for “lesser” roles, or traditional women roles, such as cleaning, cooking, shopping, and ads for makeup or weight loss. When women models were depicted in the workplace, occupations were frequently nurses or hygienists. The only ad which portrayed women in a professional atmosphere was the AOL Broadband ad during “Enterprise.” Similarly, male models were shown in various careers, but classified via their race. Caucasian models were more likely to appear in law, insurance, or car commercials, while African American male models were depicted as pizza delivery men, shipping personnel, or other lower paid positions. Other minorities such as Hispanics and Asians fared even worse, as they were barely even represented at

Related Documents