In our complex heterogeneous society, advertising is a popular promotional communication system that reflects and recreates the social world in a manipulated way, sometimes using sexual imagery. However, the halo effect of representing sexuality of women in the advertisements has raised eyebrows in the field of both media and society. With the progression of time women have earned different traits away from the traditional stereotypes but somehow are still portrayed in a slim, flawless and in a physically attractive outlook by media, in this dynamic and revolutionary world. The mainstay of this paper will be formed by a content analysis of women’s lifestyle magazines with high readership and circulation in Australia that will address the research
…show more content…
But due to the authoritative conceptions held regarding the gender roles (Holbrook 1987), men and women happen to vary in many ways. They portray multiple societal roles like parents, siblings, comrades, business people, company board associates, volunteers, and many more (Sheehan 2013). As a matter of fact, the advertisements also adhere to it (Holbrook 1987) and portray the men and women differently based on their associated societal roles.
In addition, Deaux and Lewis (1984) identified these gender identities and categorized it further into four distinctive and independent components that is the “trait descriptors (e.g., self-assertion, concern for others), physical characteristics (e.g. hair length, body height), role behaviors (e.g., leader, taking care of children), and occupational status (e.g. truck driver, housewife)”(Zotos & Tsichla 2014 p.26). However, in the case of advertising, the gender world has been prescribed differently with the female's territory to be at home (Furnham, Babitzkow & Uguccioni 2000) and the male’s territory to be in the world of work (Ceulemans & Fauconnier 2015). Berger (1972 cited in Mager & Helgeson 2010) uncovered another gender identities in the field of advertising stating that females are being displayed more passively in the ads in contrast to the males who are illustrated to play more active …show more content…
According to the “mirror” argument, endorsements reflect the ideals that already exist and present in a cultural framework (Eisend 2010) including modern socioeconomic values and political settings of a society. The males and females are presented in the leading concepts that already prevail regarding the gender characters in the society (Holbrook 1987) making the advertisement look inconsequential. Contrarily, in the “mold” notion the advertising shapes, forms and impacts on the values of its intended audience and draws advertisements on the basis of the reflection of the roles in society and the cultural norms (Zotos & Tsichla
But due to the authoritative conceptions held regarding the gender roles (Holbrook 1987), men and women happen to vary in many ways. They portray multiple societal roles like parents, siblings, comrades, business people, company board associates, volunteers, and many more (Sheehan 2013). As a matter of fact, the advertisements also adhere to it (Holbrook 1987) and portray the men and women differently based on their associated societal roles.
In addition, Deaux and Lewis (1984) identified these gender identities and categorized it further into four distinctive and independent components that is the “trait descriptors (e.g., self-assertion, concern for others), physical characteristics (e.g. hair length, body height), role behaviors (e.g., leader, taking care of children), and occupational status (e.g. truck driver, housewife)”(Zotos & Tsichla 2014 p.26). However, in the case of advertising, the gender world has been prescribed differently with the female's territory to be at home (Furnham, Babitzkow & Uguccioni 2000) and the male’s territory to be in the world of work (Ceulemans & Fauconnier 2015). Berger (1972 cited in Mager & Helgeson 2010) uncovered another gender identities in the field of advertising stating that females are being displayed more passively in the ads in contrast to the males who are illustrated to play more active …show more content…
According to the “mirror” argument, endorsements reflect the ideals that already exist and present in a cultural framework (Eisend 2010) including modern socioeconomic values and political settings of a society. The males and females are presented in the leading concepts that already prevail regarding the gender characters in the society (Holbrook 1987) making the advertisement look inconsequential. Contrarily, in the “mold” notion the advertising shapes, forms and impacts on the values of its intended audience and draws advertisements on the basis of the reflection of the roles in society and the cultural norms (Zotos & Tsichla