Gender representation in advertisements

Seventeen-year-old Gender Roles in Media Although the media isn't yet representing either gender void of stereotypes, a societal change will bring about a change in the media. Regardless of this, gender roles are just that, roles. It is up to the individual to decide whether or not they are going to fill them. Gender roles, as an example, exist solely because society as a whole chooses to accept them, but they are perpetuated by the media.

Gender representation in advertisements

Advertising is nowadays present everywhere. People are exposed at its influence every day at any given time; shopping, going to work, reading newspaper, eating lunch — none of these activities is free from advertising.

We are indeed bombarded by information not only about advertised products but also about society we are living in.

Advertising is one of the more powerful media that produce and reproduce social discourses, ideologies, stereotypes, myths, and so on. One of all-time favourite base topic of adverting is gender and gender roles.

But the matter of the role of Gender representation in advertisements in relation to contemporary advertising is dual. And how is contemporary advertising using gender for selling purposes? According to psychological studies gender, the sense of being male or female, is one of the more important category which helps us to interpret our life 1 experiences and create social behaviour patterns.

However advertising industry treats gender in a monolithic way assuming there is just one femininity and one masculinity.

Gender representation in advertisements

Patterson et al,p. In our culture colours are very important and are often assigned to genders. Pink is feminine and blue is masculine. It was not like that up until s. Before that there was no colour assigned to either of gender, at least not globally.

Advertising, Education, Activism

Pink was even considered to be more appropriate for boys since it is really strong colour as opposed to more delicate blue. There is no particular main reason for this change. Now these two colours are strongly used in commercials for children, but not exclusively.

Smooth, pastel colours, floral patterns, delicate grathics, and slower pace are often found in commericals for women while in adverts for men we can find many sharp edges, strong, dark colours, and aggressive, fast pace. The whole procces of dividing what is feminine and what is masculine starts with toys for children.

Still it is more probable for women to be shown as a sexual or decorative object It happens considerably less frequently than objectifying of women body. While the image objectified women can be found in commercials for women as well for men where it is much more probable for woman to be just decorative object for manthe image of objectified, dehumanised and over sexualised men can be found in commercials directed to men look ex.

It is not because of sexual preferences of audience but because of the imaginary vision of the perfect male body that men share.

Therefore the vision of what is and what is not attractive in advertising is created by men for men. Just like that yogurt. Similar story happens with the vision of beauty in commercials for women. Female perfection is a male fantasy and since women are used to being looked at and seeing themselves through men eyes it is obvious to encounter the same image in advertising.

Also women are seen not only as a body but also as a different social, usually domestic roles.Gender Representation in Advertisements Essay - I have to admit I am an avid reader of magazines. I read everything from the the stupid celebrity gossip magazines to Time magazine and .

Gender and Advertising How Gender Shapes Meaning ferent meanings from the advertisements they see. Gender roles in our society have changed dramatically since the s, and portrayals of men and women in advertising have been researched since nearly the .

Media and gender refers to the relationship between media and gender, is that of the fit, young and thin woman, and the media spreads this ideal through movies, TV shows, fashion shows, advertisements, It is a NGO specialized in researches on gender representation in media.

It advocates for equal representation of women. However advertising industry treats gender in a monolithic way assuming there is just one femininity and one masculinity.

(Patterson et al, , p) In advertising we encounter some typical representation of masculinity and femininity, and if that representation is changed it is usually just for comical purpose. 1. Introduction. Representations of gender in advertisements provide powerful models of behavior to emulate or react against.

Masculine images typically convey power, strength, virility, athleticism, and competitiveness whereas feminine images show beauty, submissiveness, nurturance, and cooperation. You’ve seen advertisements. Don’t even try to trick me—I know you’ve seen them. A lot of research over the years has taken a keen eye to those advertisements to see how they reinforce cultural stereotypes.

Gender stereotyping has been at the center of much of this research. Despite the many.

Culture and Gender Stereotyping in Advertisements