Gender Roles In Advertising

999 Words4 Pages
The advertising industry has become a notable staple of marketing in the modern era. From oversized billboards to television commercial sessions, advertising has taken up a strongly dominant role in contemporary life, through which information is repeatedly broadcast and eventually embedded into the minds of potential consumers. Under the influence of such advertisements, consumers become more susceptible to emotional appeal and more receptive to the views expressed by these commercials, thus leading to a possible shift in their personal values and opinions. Therefore, although the main focus of these advertisements primarily falls upon the products themselves, it is the warped portrayals of the sexes and the concept of gendered marketing that lead to a less well-developed sense of personal identity among consumers, especially younger children who have yet to fully develop their senses of judgement, thus affecting their views in a way that would hinder their personal and intellectual growth in the long run.
The myriad divisions and segregations within modern advertising can be traced back to the most basic human differentiation of gender. These “forms of audience fragmentation, particularly along race and sexuality lines … and their intersection with gender identities, have been found to contribute to the identity project of individuals in this era of late modernity” (Lemish 360). For the sake of ease, advertising companies choose to portray men and women “in stereotypical
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