Now where does this lead us? Well due to the advertisement being featured around an attractive young male that gives off a clear impression that if the average male were to use the Paco Rabanne pure SX cologne that they would automatically become irresistible and desirable to women. This is just another representation of how the stereotype of males being the dominant and superior sex has been used to sell the product as it relies on the gender stereotype that women will be attracted to men who smell good, resulting in males feeling more attractive and masculine. Shot types are also frequently used throughout the advertisement to outline how males are portrayed as the superior sex. The medium shots of the
On the other hand, the female gender is traditionally bounded as a support to the male gender. An example of a male stereotype would be the usual saying that in order to be a “man” you must have a masculine social role, and as for women, they must have a feminine social role. Females are almost always underestimated and are more often than not portrayed as a housewives whose chores include, raising children, cooking, washing the dishes, and doing the laundry. Gender roles can be a social and behavioral norm that society considers appropriate for either sex in a social or impersonal setting. Since each person has individual desired, thoughts, and feelings, regardless of their gender, these stereotypes are simplistic and do not at all describe the attributes of every person of each gender.
Gender roles are beliefs about the ways in which communal and societal roles are defined by gender (Slavkin&Stright, 2000). In traditional families, traditional gender roles are common. The male is the breadwinner; while the female is responsible for childcare and housekeeping. This pattern defines masculinity as assertive, aggressive, and independent (Eagly, 1987; Eagly & Steffen, 199284) and femininity is defined as emotional, sensitive and nurturing (Bem, 1981; Slavkin&Stright 2000). Gender differences have been discussed thoroughly by many researchers in the fields of language, education and others(see for instance, Locke, 2011, Okamoto, Slattery Rashotte, & Smith-Lovin, 2002, and &Kiesling, 2007).
For example, in commercials we always see the pretty girl with a perfect body acting a seductive while commercials targeted to men most of the times the guy is driving s sport car and is shirtless and has the body to go with it. Moreover, the marketing business uses light passionate colors like red and pink for women and darker colors for men to give off a manly vibe. These strategies are really important to get the views attention If I was a person who worked in the marketing business I would use this “gender essentialism method because they actually work. Its easy to get captivated when we see these ideal models using these products because we believe that we can be as sexy as them if we use the same product. Which is of course not true it is all a strategy that has being working for centuries because the advertisement method has not changed that much.
It makes the woman sit back and say, “dang I want my man to smell and look like that.” This is also appealing to men because they want to look and smell like that for woman. The commercial is also very interactive with the audience. He is very focused and wanting you to understand and really think about your man. As the commercial goes on it is very eye-catching with the different aspects, colors, and adventure. A commercial like this will always catch people’s eyes, because the man was
Television commercials or a TV advert is a paid communication tool produced for an organization with a message, usually for promotional purposes for a product or service. Television commercials play a crucial role in terms of attaining the commercial and financial objectives of a company. Television has been a significant part of our daily entertainment from the time it was first invented. Since the introduction of advertisement many centuries ago, young women have been objectified to attract societies with strong patriarchal practices. This is inimical to the society because the media is creating social stereotypes for both men and women that can result in deleterious social, psychological and physical habits.
Representations of Gender in Mass Communications The representation of gender in mass communications has been a hugely debated topic for years and will continue to be one for many more years to come. The media plays a big role in how they want to portray a gender to the public. They create certain stereotypes through the role of a gender in order to attract a large audience and interest to sell a product, brand or image. Media is so important in today’s society, people spend hours and hours each day watching TV, browsing the Internet and reading magazines. There are so many images of men and women in the media today that it certainly has an impact on the viewer’s thoughts and sense of identity.
These are prescriptions for appropriate behaviour. Like in most cultures ideally men are expected to be aggressive, assertive and brave among many other things and women are expected to be passive, receptive and caring” (Moitra, 2002: 106). “Research has argued that advertising media has rendered a distorted body image ideal as valid and satisfactory, contributing to gender inequality and the promotion of "sexism." Sexism refers to the portrayal of women in an inferior way relative to their capabilities and potential, and is manifested in the depiction of women in cliched traditional and decorative roles in advertising” (Lysonski, 1985; PoUay, 1986). Ideal Image of Body Advertising, marketing, and the fashion industry have created a new type of woman that has no existence in the real world.
Advertisements are the lifeline of television all over the world especially in the case of India. The transition from the very first advertisement to the present century has been enormous. In the beginning the main purpose of an advertisement was the selling of a product by providing information about it to the audience or consumers. However the purpose of an ad now is not only to inform. It has a host of other important utilities.
Media does not capture the world the way it is, but rather tends to emphasise and support the values and ideas of those who create the message they want people to hear. These are often changed because of commercial considerations and advertising, which plays a large part in media. This results in the perspective of some to be ignored or showed in negative ways. Ideas and representations about gender have been influenced by the media. In media such as advertisements, newspapers, magazines, popular music, films, and video games, women and girls are more likely to be shown in homes, doing domestic chores (e.g.