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. The advertisement for women launched the ‘Weight Watchers 360’ programme and the advertisement for men launched the ‘Lose like a Man’ programme. The programme for women was very stereotypical as it focused on the ability of the user to, at times, eat what they wanted, such as chocolates. For men the programme used the approach giving them the ability to sometimes eat some of their favourites and still lose weight, such as pizza, burgers etc. The advertisement could not have gotten more stereotypical where it positioned different tactics for both genders, placed the genders in their stereotyped roles and influenced the society to follow them. The relationship between the media and the society is not understandable. It is observed that women face excessive stereotypical pressure, but usually men suffer the same. Gender stereotyping in advertisements is commonly discouraged because it enforces negative and false assumptions in the society through portraying audiences on television, social media or billboards. For selfish reasons advertisers use these groups and create wrong values in the minds of people in the society. Psychological reasons are the most important ones because of which stereotyping in advertisements are immoral and harmful. The advertisement may remind the targeted audience of any incidents that they went through, and influence to think of them as normal. Advertisers sell their products through targeting the psychology where the audience starts to feel they actually lack those so-called attributes (Browne, 2011, p. 33). Advertisements affect people every day in a way that they do not realise. These advertisements portray an idealistic reality which most people are not aware of. The goals and objectives attained by the advertisers cause severe negative circumstances in the society. Psychologists say that women are reminded of the negative stereotypes before they perform any exercise or activity. The stereotyped advertisements create an exaggerated version of a specific group or gender and they present it as normal. This affects the psychology of people who are being targeted and they are not only convinced to buy the product but also start believing themselves to be normally unusual.
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. …
Advertising today has become gendered in that it addresses the pressing need of humans to express their social images by way of physical appearance. Advertisements that show the female body decorated through cosmetics and fashionable items are based on woman’s desire to express her presence by working with and within her body.
To keep her reminded about the dues and payments to be made, to attend the visitors.
Yes, responsibilities do change for husband too after marriage. They have the responsibility of a wife, to care for her, to understand her emotionally and habitually, to make her feel comfortable in the new family atmosphere and also to adjust habits as per her choice like to keep things in order and reach home on time, to take her for outings and for shopping.
This is the point at which the child struggles to establish independence from the mother and to create a separate identity. Not coincidentally, this is also the stage at which most children also begin to have personality stereotypes reinforced through persistent media imagery.
Children are exposed from a very young age to strive for an ideal body type, which is neither healthy nor attainable for most people. Males are encouraged to enlarge their muscle mass beyond the point of usefulness and may be persuaded to use enhancement technologies that are detrimental to their health or lifespan.
There is an increasing debate over the stereotypes used to portray these genders. Some researchers criticize advertisements for humiliating, shameful and disgracing portrayal of women. Other researchers believe that women are used in advertisements as sexual objects and this simply is immoral and unfair.
Jean Kilbourne rightfully shows how advertising supports stereotypes and reaffirms traditional beliefs of the roles of women and men in the society. Most people consider television or media as the real portrayal of modern life, although such media supports
For which reason, it is common enough to see the usual people or usual images being used to represent certain products. For the most part, such stereotypes are also inaccurate or dated representations of people, places, gender, or
There has been a long debate over the physical and psychological dominance of males over females. However, the main concern of most researchers in this regard has been the “gender stereotypes” which societies have unnecessarily set. For example, several studies have proven that women perform worse in mathematics than their male counterparts.
7 pages (1750 words)Essay
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