Western Culture. Portrayal Of Gender In Ads.

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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…

Introduction

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. ...
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