Sexism In Advertising Essay

Advertising is a powerful tool used by multibillion dollar companies to sell their product to the public to gain new customers. Advertising is a marketing strategy used in different industries, most commonly the food industry, where businesses such as fast food restaurants and chocolate bar companies like snickers tempts the public into buying their products. Advertising in the media is mostly seen as negative due to it promoting sexism towards men and women, abusing the terms masculinity and femininity, and painting equality as a threat.
Advertising is mostly considered negative as this advertisement endlessly discriminates against men and women through sexism. This snickers advertisement involves construction workers working on a construction site cat calling women, which escalates into a rant against gender bias ending with the slogan "you are not yourself when you are hungry" (Mars incorporated, 2012). This advertisement sneakily discriminates against men and women in the idea that they should have societal roles. For example, in the advertisement men are portrayed as busy construction workers doing dangerous work, whereas women are portrayed as passerby's going on with their day while putting with the bad …show more content…
The expectations of men and women are judged by physical appearance and behavior to fulfil these concepts instead of being themselves. These concepts masculinity and femininity also influence the type of jobs men and women work (Archer, 2002). For example, is more common for men to work dangerous jobs in the skilled trades but women are expected to work in jobs such as teaching or nursing (Archer, 2002). In the snickers advertisement, men are seen as muscular construction workers screaming and yelling "what do we want? equality" and "what don't we want? gender bias" repeatedly towards women passing by (Mars incorporated,