Portrayal Of Modern Gender Roles Essay

1077 Words Aug 16th, 2016 null Page
Advertising featuring non-traditional, contemporary gender roles have proven to be more persuasive and satisfying for consumers. Audiences are more drawn in to roles that reflect the reality that they live, rather than those that continue to perpetrate tired stereotypes. Non-traditional portrayals of men are proven to be more persuasive than traditional ones among students (Zawissa, 2006) and realistic portrayals can have more positive responses than negative imagery (Sheehan, 2014). This research shows that advertising with non-traditional roles are better received than those that try to advertise in an outdated and idealized setting. Modern audiences look for societal reality in advertisements. Women are especially interested in seeing more accurate portrayals of their lives, as “Women ages 18 to 34 are twice as likely to think highly of a brand that made an empowering ad and nearly 80 percent more likely to like, share, comment and subscribe after watching one” (Wojcicki, 2016). Empowering ads are beneficial both for the women they encourage and for the brand that creates them. Portrayals of modern gender roles in advertising more accurately depict reality for consumers, and as a result, they are more persuasive.
Advertisements that recognize modern gender roles are not only more successful, they are also becoming more recognized by the industry. The Cannes Lions Festival now grants the Glass Lion: the Lion for Change award to advertising campaigns that “challenge gender…

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