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. Advertisers negatively reinforce stereotypical gender roles by manipulating individual social behavior.
Stereotypical gender roles for women is domestic work like shown in a Mr. Clean ad. It shows two white females, probably a mother and a daughter. The mother is wiping and cleaning the wall while the daughter is pointing in the stain on which the mother will clean. In the ad, it says “This Mother’s Day, Get Back to the Job That Really Matters.” …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
Stereotypical gender roles for women is domestic work like shown in a Mr. Clean ad. It shows two white females, probably a mother and a daughter. The mother is wiping and cleaning the wall while the daughter is pointing in the stain on which the mother will clean. In the ad, it says “This Mother’s Day, Get Back to the Job That Really Matters.” …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