the use of gender stereotypes in advertising

the use of gender stereotypes in advertising Essay example
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The use of gender stereotypes in advertising Customer inserts his/her name Course title Instructor’s name Institution’s name Department’s name Date Persuading consumers to purchase goods and services is the main objective of advertising. However, commodities are not just consumed for their benefit or use.


Gendered ads tend to convey either a masculine or feminine image of the product that is socially shared across individuals. Although sex is biological in nature, gender is a construct that has been developed through social forces (Avery, 2012). Gender has been viewed a cultural resource which is defined by one’s social status (Otnes & Zayer, 2012). Socio-cultural forces, therefore, dictate what is considered as masculine or feminine. Considering that advertising is everywhere and that customers are bombarded with thousands of ads every day, marketing and advertising have become crucial socializing platforms that build gender roles. Marketers and advertisers, since long, have recognized the dialectical property attached to goods which makes these goods objects of self-expression. The critical point today is that the interaction between the subject (consumers) and the object (the goods to be purchased) is changing. Identities are being based on non-tangible criteria such as appearances rather than objective ones such as durability. Advertising today, therefore, has become gendered in that it addresses the pressing need of humans to express their social images by way of physical appearance. ...
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