Women Are Inaccurately Portrayed Through Advertising By Common Stereotypes And Sexually Appealing

898 Words Nov 19th, 2015 4 Pages
Journal Article Paper Review Women are inaccurately portrayed through advertising by common stereotypes and sexually appealing to customers. The conflict theory strives to explain why this is a problem.
Current Trends in the Data: A large part of a person’s day involves observing advertisements. They are all around us in the form of billboards, commercials, and magazines. People are portrayed in advertisements in different ways to sell a product. Usually if an advertisement involves household appliances or children, a woman will be in the ad. These types of gender roles are commonly found in advertising. In a recent study by Mager & Helgeson (2010), “males were shown playing the executive role more than females” (p. 247). This has been viewed in advertising for decades. In fact, the fraction of females being portrayed as equal to men in advertising is only 6.83% (107). This is a shockingly low number. It’s surprising to hear how sexism in advertisements has persisted through the 21st century. According to Mager & Helgeson (2010), “Old, ritualistic ways, of “keeping women in their place” still are prevalent, even increasing, in magazine advertising” (p. 249). Inaccurate and unfair portrayals about women impact society throughout time.
Advertisers commonly use females in their ads for sex appeal. Women have been increasingly sexualized in ads throughout time. Females have been found to be displayed in suggestive contexts more often than men have (Mager &…

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