Gender Stereotypes In Van Heusen Advertising

Advertisements plays a big role in the cultural belief of what each gender role should be. For example, the purpose of the Van Heusen ad is to promote males neckties by convincing men that they will look ideally and inspiring them to buy the product because it gives them the feeling of confidence and power. At the same time, women are viewed by this ad as a submissive object that only serve men.The ad shows us a woman sitting on her knees serving the man who is wearing the Van Heusen tie, relaxing on the bed with a smile on his face. While the Van Heusen ad was in the 50’s, it is still relevant that men are the ones in control, and women are merely subjects to their desires and comfort. Some consumers may think that this ad is about selling ties for men; however, it clearly conveys the message of a man dominating the world or a gender discriminated against the other. The way the man is sitting on the bed with his hands behind his back and wide open, sends a message to the …show more content…
Children are like a sponge that absorb its surroundings either the bad or the good. This cultural stereotype has been existed in the culture long before they are born. So growing up in such an environment would definitely impact the person somehow resentfully. The authors Katherine Frith and Barbara Mueller in the article “Advertisements Stereotype Women and Girls” makes a good point saying “When children internalize advertising and media stereotypes, gender myths can be perpetuated and children from a very early age may limit the roles they see themselves playing in society”. In other words, they are saying that such ads which include this stereotypical gender concepts are very dangerous on kids because through them children can limit the roles they wanted to play in the