Western Culture. Portrayal Of Gender In Ads. - Essay Example

Only on StudentShare

Extract of sample
Western Culture. Portrayal Of Gender In Ads.

Many scholars and researchers of popular cultural analysis argue that advertising has contributed to Western society's beliefs and values of gender roles, sex and sexuality. Further, that advertisements represent across the decades reflect the ideals, activities and behaviors of Western culture that has adopted as its social norms, and so reflects the expectations of the genders within these societies (Hogg and Garrow, 2003). They contend that cultural constructions of gender impact on the lives of all people within a society, and that these cultural constructions cannot be differentiated from the lives and images of each gender. Importantly, that is essential for society to understand how advertising can contribute to attitudes about gender relations and the expected gender roles, as well as how these factors impact on individuals constructing their identities and sense of place. However, arguments exist within current discourse of cultural text analysis that advertising over the years has been over-analyzed, so that interpretations of stereotypes and limiting of gender roles are exaggerated (Lukas, 2006). This paper aims to present a visual and textual analysis of advertisements over the past six decades, contending that ads have predominantly stereotyped and objectified women and men. ...
Download paper

Summary

Western culture has produced a range of gender representations over the past 60 years that contribute to gender relations today. In general, representations of women and men in advertisements has been considered as troubling…
Author : breitenbergisob

Related Essays

Gender Portrayal and Prime Time Comedy
The proposed portrayal, therefore, was intended to be a young, highly educated attorney whom happened to be female. The cast, however, was broad in terms of characterization and included a number of clearly developed male and female characters. The majority of these characters were attorneys at Ally's law firm. Superficially, at least, the stage appears set for a comedy devoid of gender stereotypes. Ally is a successful attorney and her best friend is a man. She wears pants and is financially independent. A careful examination of the scripts, however, reveals that gender stereotypes remain...
3 pages (753 words) Essay
Western civilization and western culture.
Western Civilization and Western Culture have many examples of fascinating masterpieces,and these masterpieces were created by famous and significant people or were made under their rule.It is possible to compose a list of 100 Most Important or Most Interesting Individuals in Western Culture The aim of this paper is to underline great significance and importance of this person and his actions for Western Civilization and Western Culture and explain why Charlemagne should be included in the list of 100 Most Important or Most Interesting Individuals in Western Culture.Charlemagne became an...
3 pages (753 words) Essay
Gender Culture
Following Ramet (1996):
...
3 pages (753 words) Essay
Western Culture
Centuries ago, the culture of a country was modified by wars and invasions. But now cultures are influenced by the corporate scenario in the country. Whenever a corporate giant enters a country’s local markets, it inevitably introduces a few subtle variations in the existing cultural practices. At the same time, the company has to respect local sensibilities and make certain changes in their strategies.
...
6 pages (1506 words) Essay
Western Culture
Culture is inherent in a society, and that culture affects and influences the way that particular society conducts its business( Henry 1999 ).
...
3 pages (753 words) Research Paper
ads
Therefore, they hire experts in human behavior, creative writers and other professionals to work together in order to come up with an advertisement that will surely lure consumers to buy their products. The given paper will prove that advertisements subtly manipulate viewers, because they boost consumers’ egos and present revolutionary ideas about being different.
...
4 pages (1004 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!