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Gender Roles in advertising - Research Paper Example

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College
Author : kinglorine
Research Paper
Journalism & Communication
Pages 6 (1506 words)

Summary

In the 21st century, media has continued to transform issues of importance. It also enjoys the freedom and responsibility to influence people’s ideas and thoughts when making decisions based sexuality and gender among other relevant issues…

Extract of sample
Gender Roles in advertising

In other words, the cultural breakdown is a symbolism of media that currently lacks restraint in its promotion of important goals and objectives that are helpful to humanity (Adorno & Horkheimer 57). It, therefore, proves hard to find the close relationship between the essence of feminism to encourage the girl-child and making targets for increased profits. Despite the negative events that presently dominate the media in distorting and redefining gender norms to favor corporate firms, a new wave of internet activism tries to debunk these notions to bring ethics and responsibility in information dissemination. Advertising and gender roles have a close relationship in promoting the sale of goods and services while using a vibrant media. This has been attained through the consistent reinforcement of gender norms. It begins by examining the role of gender norms in business especially with the proliferation of various media such as TV, internet and radio among others. It, therefore, allows the culture industry to thrive based on significant enlightenment because it explores morals and values found within a capitalist economy (Carroll 145). However, while Adorno and Horkheimer condemn the culture industry that has denied society the visibility of gender roles in terms of denying men and women freedom and responsibility, other pertinent factors still emerge. For example, media sources through advertising depict women as beautiful to affirm the notion that sexiness sells particularly when used in billboards, television and the internet.
Additionally, the representation of bodies of both men and women evokes sexuality as an interesting game vital in generating more viewers that often translates to increased sales. ...
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