Advertising has been used by companies and organizations for hundreds of years and has taken many different forms. The common goal of advertisers is to make a connection between a person and a product or service, in order to get them to buy it. Most of the time this is through visually appealing images and language. Advertising has a significant impact on society, by shaping gender roles, appearance standards, stereotypes, and sexual norms for both women and men, ultimately helping to mold the culture of the time. The advertising industry needs to quickly change their ways because of the strong desire for gender equality in today’s society. Advertisements are filled with images showing men and women in their traditional gender roles.
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Because of advertisements impact on society, these stereotypes have become very influential. Some stereotypes are connected with the traditional gender roles previously stated. They are an outcome of the male-dominated society in the past. “Through the ages men have been considered to be financial providers, career-focused, assertive and independent, whereas women have been shown as low-position workers, loving wives and mothers, responsible for raising children and doing housework” (Gender Stereotypes in Mass Media). In many ads, men are stereotyped by holding higher paying and harder jobs. Ninety percent of doctors in advertisements are played by men (Gender Roles in Advertising). Men are also usually seen holding jobs in business or hands-on jobs that require physical labor. Typically, women are not pictured in any work setting because they are shown doing something at home, in the kitchen or in the bathroom. If they are shown as working, it is a job that is usually considered low-skill and does not require any type of degree, like a secretary or a model (Gender Stereotypes in Mass Media). Advertisements use these stereotypes to create a sense of familiarity and normalcy with their customers. In addition, they exaggerate these stereotypes for humor in their ads to attract consumers to their …show more content…
Today, it is the societal and cultural norm to think that, “men have positive attitudes toward casual and recreational sex, whereas women value the emotional intimacy and commitment around a sexual relationship” (Dahl). This makes both men and women feel as if they must fall into these norms. Because of the idea that men are more likely to want a sexual relationship, women’s bodies are often exploited in advertisements to attract male customers. Many advertisements directed towards men include images of beautiful women wearing little to no clothing. This is common in advertisements for beer, men’s hygiene products, cologne, and clothing (O’barr). Calvin Klein is a popular clothing brand that is known for using sexual appeal in their advertisements for jeans. Their advertisements feature men and women in Calvin Klein jeans, standing in provocative poses. Feminine activist, Jean Kilbourne has spoken out against the exploitation of women’s bodies in advertisements. She believes that this creates the belief that the most important thing about a woman is what she looks like (Gender Roles in Advertising). Some advertisements treat women as objects. “Kilbourne considers that approach in advertising the most de-humanizing one, stating that representing a person as an object is the first step to justifying violence against them”
Because of advertisements impact on society, these stereotypes have become very influential. Some stereotypes are connected with the traditional gender roles previously stated. They are an outcome of the male-dominated society in the past. “Through the ages men have been considered to be financial providers, career-focused, assertive and independent, whereas women have been shown as low-position workers, loving wives and mothers, responsible for raising children and doing housework” (Gender Stereotypes in Mass Media). In many ads, men are stereotyped by holding higher paying and harder jobs. Ninety percent of doctors in advertisements are played by men (Gender Roles in Advertising). Men are also usually seen holding jobs in business or hands-on jobs that require physical labor. Typically, women are not pictured in any work setting because they are shown doing something at home, in the kitchen or in the bathroom. If they are shown as working, it is a job that is usually considered low-skill and does not require any type of degree, like a secretary or a model (Gender Stereotypes in Mass Media). Advertisements use these stereotypes to create a sense of familiarity and normalcy with their customers. In addition, they exaggerate these stereotypes for humor in their ads to attract consumers to their …show more content…
Today, it is the societal and cultural norm to think that, “men have positive attitudes toward casual and recreational sex, whereas women value the emotional intimacy and commitment around a sexual relationship” (Dahl). This makes both men and women feel as if they must fall into these norms. Because of the idea that men are more likely to want a sexual relationship, women’s bodies are often exploited in advertisements to attract male customers. Many advertisements directed towards men include images of beautiful women wearing little to no clothing. This is common in advertisements for beer, men’s hygiene products, cologne, and clothing (O’barr). Calvin Klein is a popular clothing brand that is known for using sexual appeal in their advertisements for jeans. Their advertisements feature men and women in Calvin Klein jeans, standing in provocative poses. Feminine activist, Jean Kilbourne has spoken out against the exploitation of women’s bodies in advertisements. She believes that this creates the belief that the most important thing about a woman is what she looks like (Gender Roles in Advertising). Some advertisements treat women as objects. “Kilbourne considers that approach in advertising the most de-humanizing one, stating that representing a person as an object is the first step to justifying violence against them”