Have you ever thought about why women were depicted in media as those who wash clothes, do the dishes, clean the house, cook food, or were shown in any traditional female occupations? They were also objectified as material for sex because of their physical attractiveness and sex appeal, showing them wearing revealing clothes for cigarette and alcohol advertisements. How about men who were depicted as those who hold positions of authority, a hard worker or those who receive the attention of a woman? These were examples of gender depictions that we can observe every day in media, particularly on television commercials. Gender depictions, as one of the principal topics of this paper, are embedded in any context, particularly in media.
Advertising is very complex in today 's society. Throughout chapter five of ads, fads, and consumer culture, there are many major ideas that the author chooses to present to us as readers. Although many of these ideas are clear and completely fine, there are many that seem unclear or concerning to certain people. One main idea in chapter five is the use of sexuality and gender in advertising. The over-sexualization of men and women have been used to sell products from automobiles to toothpaste, but the females are more likely to be exploited than the males.
“One of the Hollywood’s most glamorous actors of the 1930s and 1940s,Hedy Lamarr was billed in her time as “the worlds most beautiful woman” according to a Washington Post obituary. With her raven hair and exotic looks, she was often cast as a sultry temptress” (Hedy Lamarr Newsmakers). This quote implies Lamarr was often the center of attention, she wasn’t named the most beautiful girl for no reason. “She said, Any girl can be glamorous, all you have to do is stand still and look stupid.” But behind her beauty and glamorous exterior as a keen intelligence and great inventive mind (Sarvady 123). Hedy Lamarr wasn’t stupid she knew who she was as a person and what people thought of her.
Also seen in advertisements is sex portrayals which not uncommon to find. “Linking sex with violence in the most dangerous in ads” (Kilbourne). The objectification of women in our society is more established than many would like to believe. Women being portrayed as passive, easy,
This might seem like an odd source to observe gender roles, but it is probably one of the most blatant uses of stereotyping that we see in today’s culture. The commercials for Swiffer, along with countless other similar brands, almost always portray the same thing. The star of the commercial is almost always a middle aged white woman, who is busy at home cleaning with the advertised product. While this may not seem like a big issue, it does, in fact, tell us a lot about how our society views women. It gives us the image that women belong at home cleaning and taking care of the household while the man is at work.
Advertising is displayed all around the world for everyone to see and it sometimes gives a bad message to the viewers. Advertisements tell us that there is only one dominant way to be feminine and only one dominant way to be masculine and if you do not conform to these gender codes that is not considered normal. Unfortunately, I have caught myself following these gender codes that are shown in advertising, it has affected me with the way I see people and myself. By using a sociological perspective I have started to look into the advertisements that I see and understand how women are portrayed as helpless and weak while men are portrayed as powerful and dominant. I also looked into how advertising supports hegemonic masculinity, which is the idea of masculinity being dominant.
GENDER & ITS ROLE IN ADVERTISING Nowadays, in society, the role of male and female have changed dramatically, as opposed to the prominent roles in history. Today women are changing to break out of the mold that which our society has placed her in. This is cannot be when it comes to role representation in the different advertisements. Nowadays different organization from medium to large are spending millions of dollars on developing their marketing strategies. They spent countless hours to study their target audience to study them so that they can attract them a better way to their competitors.
Various forms of media is present all around us. One of the social cultural aspects particularly influenced by the media is body image. Most of society, with the majority being young women, develop their body image in accordance with the ideas portrayed by the media. The media promotes an ideal image of both men and women and how subconsciously they promote messages that encourage the sexualization and dehumanization of women, while asserting dominance of men through violence. Advertising contributes to people’s attitudes about gender, sex, and violence.
Does it take maternal instincts to lay that sound foundation for the youth? Since the social construction of gender is mainly formed by the gender role and stereotype in our society, gender identity is constructed by the representation of gender norms in mass media productions, parental expectations about gender identity, and the beliefs of different religious traditions about gender. In today 's society, mass media production such as movies, video games, and magazines influenced so many young males and females and also some older people. For instance, men usually dominate the action genre in films. Whenever a woman is cast as the lead role in an action movie, she has to be oozing sex appeal.
Men 's magazines are filled with articles and provocative images of women while focusing on sports. Then there is Hollywood which sexualizing not only women but also men. Women are seen for their bodies and used as sexual creatures while men are seen as powerful and in control. All of these mainstream media outlets affect each genders perception of themselves. They start to see not only the opposite sex as sexual objects but themselves.