Use of Gender Stereotypes in Advertising

Use of Gender Stereotypes in Advertising Essay example
Undergraduate
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Marketing
Pages 9 (2259 words)
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This is how the stereotyping in advertisements is going to the unacceptable level. Every person has his unique state of mind and emotions and that should not be tampered with to fix emotions temporarily. …

Introduction

Gender stereotyping in the advertisements has become one of the major problems seen. For many it is a wrong and unacceptable way since it gives a wrong sense of value to the people for selfish reasons. On the other hand, the groups of people who use gender stereotyping argue that it is to reach the targeted audience and not to immorally harm the society. The issues arise often and the debate goes on. It is important to note that advertisements rely on stereotypes, and despite what the society presents, gender stereotypes play the concrete role. The modern society has been shaped according to the media that surrounds us. The main purpose why advertisers use stereotypes is to make their message stronger and reach the targeted audience. They also think this secures the stereotypes in the society and portrays their position in the society. However, it also causes an inverse effect according to many psychologists. They say these advertisements represent the genders in the society as they exist stereotypically, and also cause these groups to be influenced to stay packed within their stereotyped molds. The advertisement of Weight Watchers is an example of how gender stereotypes are commonly used in advertisements. They have the perspective of looking at men and women so differently that they have used two separate advertisements in order to target them. ...
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