Gender Stereotypes in Advertising

[Name of the Institute]

Abstract

Modern advertising and marketing campaigns are based on gender differences. The establishment of various brands in the market and the development to gender specified products have influenced both, print and published media. Consumer perceptions are developed on the basis of their observations in advertising and publicity of gender specified roles. Branding strategies have transformed products and commodities into real personalities and therefore the role of men and women in characterizing these brands has dignified the discrimination and differences between the two genders. In this paper I will be considering the same concept with the relevance of gender roles and their inherited differences.

Thesis Statement: Gender roles are specified and stereotyped through media and advertising.

Discussion

Advertising in the United States is the first worldwide, not only for its volume but also in complexity with regard to the organization and advertising techniques. Many of his methods have served as a model for other countries. The current advertising plays a crucial role in the urban, industrial civilization conditioning-for better or for worse, all aspects of daily life. After demonstrating his enormous power to promote the sale of goods and services, from 1960's advertising has been increasingly used to promote wellness. The campaigns for health and the consumption of alcohol are just two examples of how the advertising industry can defend these objectives. On the other hand, Americans tend to follow trends with zeal and dedication, the base that allows the excessive consumerism that characterizes this country. This attitude encourages also the major commercial and advertising battles where communication plays a significant role. Some products are specifically designed to meet the needs of target gender. Therefore, their advertising messages and packaging differs. As a matter of fact, clothes, shoes, perfumes, bags etc. of men and women differ. Therefore, marketers design their advertisements according to gender. For instance; Gillette used Bathroom marketing technique by displaying pamphlets in men's toilet at public places to target their existing and potential customers.

Influences

Attributes and behavior that is associated with men or women, and relationship between men and women are shaped by Culture. In other words, culture shapes gender. Culture shapes genders identities and gender relations because, it does not only shapes daily life of individual but also shape overall society. The function of Gender (like ethnicity or race) is to organize principles for community. Culture gives meaning to being female or male. For example, division of labor is according to gender. In western societies, a clear pattern of “women's work” and “men's work” is practicing. However, some societies are against to “women's work”. The explanations and patterns create the difference among cultures of different societies. Gender always has been separated with the roles that we engage men and women in the world: the men worked and women stayed home to raise children. Fortunately, that view has changed, and every day struggle for gender equality. The Society is unable to educate children to prevent these roles, meaning that they are all equal but this is done ...