Gender Ideology In Advertising

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It’s a matter of fact that commercials play an extremely prevalent part of all economies around the world. The invention of television – a powerful visual medium marks the era of TV advertising which has been widely acknowledge as the most pervasive, effective format of advertisement. Not only primarily serve the purpose of stimulating consumption, TV commercials also convey the view of producers, societies or cultures about many aspects of life through underlying ideologies. As a result, audience’s awareness is affected indirectly, which might lead to incorrect assumptions of a part of society. Sexist advertising is a notable example of how TV commercials disseminate gender ideologies. This essay will analyze and discuss the way different…show more content…
It means that there is a system of beliefs determining men and women’s roles in family, politic or society that they need to appropriately aware and fulfill. Their behaviors should be acceptable, desirable and suitable for their actual or perceived sex. For instance, a traditional gender ideology considers women’s primary role as parents and homemakers while men’s role as breadwinner. Thus, a good woman had to stay at home, take care of children and do household chores instead of participating in business like men. The conceptions and understandings of gender ideology can vary among countries, cultures,…show more content…
This ideology is partially rooted in the definition of women in Bible as male owned objects (Vexen, 2007). In commercial industry, women are considered as an objects or reward to man’s good choice of products. The major purpose of male consumption of cosmetics is to win the beauty and women’s recognition is a great “guarantee of its quality” (Malgorzata Wolska, 2011), which is perfectly manifested in the story of an average man seduces every women by his smell from AXE body spray. This underlying ideology can encourage men to dominate women and take women as their possession. Moreover, it can be seen that the man in this is commercial is a dynamic person immersing himself in the excursion. His exploration to various destinations presents the stereotype about men: they are the adventurer whose images are always in association with outside activities. Compared to the image of the woman in Aji-Quick advertising, it reinforces more the gender ideology that “imprisons” woman at home but frees men to the outside
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