Gender Roles in Advertising - APEC HRDWG Wiki


Gender Roles in Advertising by Desiree Gregory on Prezi

Gender stereotypes in advertising reflect the male-dominated values of our world. Advertisements represent an exaggerated stereotypical image of a world, where men, mostly white and heterosexual, outnumber women. The results of a comparison on gender roles in advertising showed that 90 percent of doctors in ads were portrayed by men, while more than 50 percent of women in advertisements were depicted as housewives. Women in advertising can usually be found in the kitchen or in the bathroom doing some domestic task. The female image outside the house always has a sexual subtext. A woman is pictured either as a secretary, or as a young and beautiful doll-like fashion model. The ideal proportions, consisting of large breasts and thin legs and waists, are indispensable in advertisements.

Gender Roles in Advertisements - YouTube

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Gender Roles in Advertising

Little Sally, 6, and Billy, 8, are sitting down in front of the family television for an afternoon of enjoyable programming. Suddenly an advertisement interrupts their favorite show. The advertisement features a young woman cleaning a kitchen with a product that seems to be easy and enjoyable to use. The woman is smiling through this chore as she turns to the camera and comments on how fast the product helped her to clean her kitchen. Sally and Billy patiently wait for their show to reappear and pay little attention to the advertisement. This is an average scene in any given home in America and yet this seemingly small fragment of time does have a sociological impact. Many women and men live their lives without the awareness that advertising has had a socializing impact on them. Children and adolescents spend an average of 22 to 28 hours per week viewing television (APA statistics). Advertising pops up approximately 3 to 5 times an hour or more (this was just my observation). So, within these 22 to 28 hours per week, children see a conservative average of 60 to 140 advertisements. Advertising places genders into given roles and help to perpetuate gender stereotypes. A social theory that would explain the socializing effect of advertising upon children, and therefore men and women, is the Social Learning Theory. This paper will explore the gender roles within advertising and use the Social Learning Theory to evaluate the effects of advertising.

The first aspect that will be explored is the socializing effect of advertising upon girls, or, future women. How are women represented in advertising? An article by Children Now titled Advertising Images of Girls and Women brings to light the issue by including several studies in the article. A study by Dr. Lois Smith (professor of Marketing, University of Wisconsin) used a comparison of findings from studies performed in the 70s and 80s on gen...

Gender Role Stereotypes in Advertising - Duration: 12:19.

Advertising companies spend 5 BILLION dollars a year to tell you how to think about the other gender and your own gender, so what would it look like if gender roles in advertising were reversed?

A meta-analysis of gender roles in advertising - Springer