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Roles Of Gender Roles In Advertising

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According to “Gender Roles and its Effect on Today’s Society” by Susan Lkegwu, gender roles are a “learn[ed] behavior by a person as appropriate to their gender, determined by the prevailing culture norms”. Boys were raised to be providers, stoic, uncompromising, and demanding. While girls were raised to be submissive, passive and to cater to a man’s needs. However, things have changed, gender roles expectation has lowered in family, economically, and socially.
Most married couple have an understanding what their role is in a relationship. Back then, a man role is to go to work, pervade money for the family and be in charge, while the woman stayed home, kept the house clean, and take care of the family. In spite of that, the role has switch, now in the twenty-first mothers are starting to woker and fathers (not all) are staying home and taking care of the kids. According to “Growing Number of Dads Home with the Kids”, “The number of fathers who are at home with their children for any reason has nearly doubled since 1989… It reached its …show more content…

Gender role are pushing in advertisement, telling kids what they should buy base on their sex. Advertisement well show little girls playing with dolls, telling them only girls should play with dolls not boys. While advertisement for “boys” only shows boys playing with cars. Even with gender neutral product, sidewalk chalk, the advertisement was sending different messages towards boys versus girls. The girls were all coloring on the sidewalk, as the one young boy rapped, ending in a short dance routine where it was clear that the only male in the advertisement was the main character (Lantagne). By telling kid what they should buy base off of gender role, that won’t kids let the kids the freedom to express themselves. However, parents are now allowing kids to choose whatever toys they want no matter if the toys were meant only for girls or only for

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