Gender Stereotypes In Advertising

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In this swift and modern society, advertising is believed to have played a considerable part in human’s daily life by rapidly providing them with the latest information of products which meet their quality requirements. Among tremendous means of advertisement, TV may be considered the most substantial one having a wild field of influence on the customer’s perspective. However, behind each advertising, there are obviously underlying messages which not everyone can fully comprehend. Personally, I claim that TV advertisements do include some gender ideologies, especially for women when they are normally represented as sex objects or housewives, etc.; meanwhile; men are portrayed to be jurisdictional with their careers. In order to clarify my argument, I would like to study rigorously four TV advertisements which illustrate disparate stereotypes for both men and women. First and foremost, I would like to discuss precisely the term ideology, and then it will be more straightforward to analyze gender ideologies in each advertisement demonstrated. More acutely, ideology is “a mosaic of cultural assumptions, political beliefs, and institutional practices” (Simpson, 1993: 176). In other words, ideology mentions a set of beliefs, especially one held by a particular group, signifying changes in people’s attitudes and behaviours. Gender ideology exists when it disadvantages a particular sex, in this situation is the female one, because ideology is “an important aspect of stabling and

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