...1. Sean Lang 2. MKT 115 –Sec 770 3. April 27, 2014 4. Gender Stereotyping in Advertisements 5. 1550 6. I am highly motivated, and I am committed to excellence. Advertising Gender Stereotypes Gender Stereotyping in advertisements happen all around us. Whether it is a commercial, billboard or a magazine, advertisements are everywhere. Gender stereotypes happen at an early age that includes children. Children’s advertisements implant the very gender roles that are portrayed in today’s society. Creating specific gender products is also creating large profits for companies. When first thinking of gender stereotyping in advertisements one might think of the negative aspect first and not realize that there are positive ways to advertise to specific genders for purchasing products. By using these gender specific advertisements, companies can sell products more efficiently. Advertising to children at an early age can play a significant role in shaping the expected role for him/her in today’s society. There are many examples that can clearly outline gender stereotyping. In many instances someone might not catch it because it is so normal in today’s culture. Monica Brasted is a psychologist and observed her child when the two of them went to McDonalds one day. Monica’s little girl was upset because she didn’t get the toy she wanted. “When I asked her what was wrong she asked why the woman had given her a care bear when she wanted a transformer” (Brasted). This then brought...
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...Gender bias in advertising Advertising has a significant role in society of consumers. Nowadays it can be seen almost everywhere and it becomes more and more obsessive. Any goods or service that advertised has its own customer. To make the advertising work, it is important to show a certain image of a person or how it called “the reflection of the recipient”, for whom the advertising is made (Wolska). As a result a lot of gender stereotypes and biases can be observed. Though the difference between social status of men and women is smaller now than in past, mass media monumentalizes a lot of traditional stereotypes. Advertisements show women more often than men because it’s considered that purchases usually made by them (Wolska). They usually have a specific role like housewife, who tries to clean house properly or to make a nice dinner for her family. Another example is a beautiful and mystery woman who advertises some cosmetics or clothing etc. As for men, they usually imagined like self-confident businessmen or sportsman with great physical training etc. It is interesting fact, that both male and female products commercials usually interacts towards women in the same way as they often buy male products too for their husbands or children. So it is important to show such male stereotypes in commercial that could be acceptable for both men and women. At the same time, it is very rarely when commercial aimed toward women work in the same way on men (Edmonds). Is presence...
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...As for the third image, it shows a 1950s alcohol advertisement for Schlitz Beer in a humorous content. The advertisement is addressed to men and instead of showing a seductive woman like that of Evan Williams, it shows a man being superior. This image fits the stereotype of woman in society being the housewife while the men go out and work because while the woman is in the kitchen with a apron the man is with a suit. In this advertisement the overall tone seems to be that the husband is taking a gentle approach after his wife burned dinner. The fact that it shows the woman in the kitchen with burning food and the caption saying “Don’t worry darling, you didn’t burn the beer!” already shows that woman were portrayed to serve their husbands and be the cooks of the family. In the Schlitz Beer advertisement it also shows the woman with a tissue crying which shows and fulfills the stereotype women being emotional specifically just because she burned her husbands food....
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...Stereotypes Never Change Through the years stereotypes have been insert in children’s mind through TV commercials, cartoons and toys; however, none does nothing about it and kids grow up thinking that it is correct certain types of behaviors. For example, some kids grow up thinking that women should stay at home and take care of the kids while dad is working and making the money. This will be a gender stereotype which is the most common in the media. There are also racial, sexual, cultural, handicap, etc., but the one we will be talking about is the gender stereotype because is very common. Today’s TV commercials is full of different types of stereotypes but mostly the gender one. Most of the commercials use women as a sexual object, and you can see that in the majority of beer commercials. For example, in the advertisement of the beer Dos XX’s they show an old guy, who they want us to implied that he is the most interesting men in the world because he is drinking their beer. The man is sitting in a bar table with two beautiful ladies drinking a Dos XX’s beer and he says, “There are better things to fantasize about than teams of man”, while he is looking the two young pretty ladies besides him. He is implying with that that he is better and he can have the woman he fantasize with because he is drinking the beer Dos XX’s. TV commercials also use the old style of gender stereotype that is women should be at home doing the housework and raising the kids while the man should...
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...Brain as a Target Advertisement is a tool used by companies in order to draw attention to different products, services, and events. Advertisement is used to promote sales and attract a broader audience. This marketing strategy has been applied by people and companies for hundreds of years. It wasn’t until the 18th century that advertising had started appearing more frequently in people’s everyday lives. The spike in advertising use was caused due to the technological advancements of the printing press. People would notice different advertisements for services and products which would influence their decisions and consumer habits. I have studied many topics related to marketing and psychology. Since our technology is always increasing according to Moore’s Law, our advertising methods are also becoming more and more sophisticated. The marketing method that has been on the rise for a few years now is known neuromarketing. This form of marketing is not a new discovery, although, it is now being understood and studied better as our technology increases. It revolves around the psychological response caused by the brain when consumers look at different forms of advertisements that causes pleasure, such as, food, sex, and social. Neuromarketing, more specifically, revolves around targeting dopamine. Dopamine is the neurotransmitters in our brains which is involved with our survival instincts and pleasure responses (Touhami, 1528-32). Evidently, neuromarketing is not only being...
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...survival” (Daye). In the advertising world, employing sexual imagery is an effective means to draw attention to a product. However, the marketing industry must be wary of images that traditionalize or stereotype male-female gender roles. The above advertisement is a good example of an advertisement that uses sexual imagery to draw attention to a product. The above image shows two women holding two different food bars. Both women are of similar height, ethnicity and hair color. The differences between the women are that the woman on the left is a plus-size woman holding a sugary candy bar whereas the woman on the right is a lean woman holding a Detour protein bar. The text at the top of the advertisement states, “There’s Candy Bars...Then There’s PROTEIN Candy Bars.” (Cape). The advertisers of the referenced image use a, “if you eat this product, then you get this result” sort-of comparison when describing both of the women and both of the food bars. The chocolate candy bar, assuming that it is similar to most candy bars, is high in sugar, and is considered to be full of “empty calories”. The term “empty calories” means that this snack has a high caloric content, containing few to no essential nutrients, such as vitamins and minerals. Similar foods, considered to be “junk food”, which...
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...Sex Roles DOI 10.1007/s11199-014-0418-0 ORIGINAL ARTICLE Are You Man Enough to be a Nurse? The Impact of Ambivalent Sexism and Role Congruity on Perceptions of Men and Women in Nursing Advertisements Kimberley A. Clow & Rosemary Ricciardelli & Wally J. Bartfay # Springer Science+Business Media New York 2014 Abstract Framed by role congruity and ambivalent sexism, the current study is designed to investigate perceptions of male and female nurses. Specifically, 167 Canadian undergraduates from Southern Ontario viewed a potential nursing recruitment advertisement (female nurse, male nurse, or masculinity emphasized male nurse), reported their perceptions of the nurse in the advertisement, and rated the appropriateness of nursing as a career for men and women. MANOVAs revealed that participants viewed the male nurses more negatively (less competent and more deviant) in the masculinity emphasized condition than the male nurse condition, which is consistent with role congruity theory. Correlations further revealed that men in the male nurse condition and women in the masculinity emphasized condition who were higher in hostile sexism were more likely to rate the depicted male nurse as deviant than their lower scoring peers. Female participants rated nursing as a more appropriate career for men than did male participants, suggesting that resistance toward male nurses may stem primarily from other men. The ambivalent sexism scores of men and women related differently in each...
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...The topic of the media article that I chose to analyze centers around the issue of body image among women. This advertisement was a subway commercial that featured three friends debating about their lunch choices. Two of the three friends are eating burgers and the other woman is eating a subway sandwich. The women who chose the subway sandwich as her lunch of choice immediately began criticizing her friends for choosing such unhealthy lunch choices so close to the Halloween holiday. She then implies that they should be eating subway, in order to be able to look their best in their Halloween costumes. The other two friends stare at the woman in awe as she models an array of different costumes that perpetuate female stereotypes by incorporating...
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...Critical and Ethical issues faced by advertisers in drafting advertisements Almost all companies use some sort of advertising when selling a good or a service. The expenditure for the campaign might depend on the type and the size of the Business. Advertising is a complex form of communication that influences customers to purchase a certain product or consume more from that product and, it always identify the sponsor or the company. Advertisements draw public attention to goods and services. Objectives and strategies of advertising lead to various types of impact on consumer thoughts, feelings and actions. Advertising is a paid medium. Generally advertisements provide information of the certain product or service in many different ways. Traditional media, such as; television, radio, newspapers, magazines, books, direct mail and billboards are most commonly used to transmit advertisements to consumers. Advertiser holds the main role in Advertising. Advertiser is the person or organization that uses advertising to send out a message about its products. Advertising Agency is the second player in Advertising. One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. There are different types of Advertising; Print advertising, Outdoor advertising, such as; Billboards, kiosks, tradeshows and events, Broadcast advertising, Covert advertising, Surrogate advertising, Public service advertising and Celebrity advertising...
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...Gender Roles and Responsibilities Portrayed in the Media Ivy Tech Community College Ashley Stires Professor Jessen February 12, 2014 * Topic came from Chapter 15 on Media ethics in advertising and how businesses use advertising to attract certain groups of consumers. Thesis When you think of the picture perfect family, what comes to mind? Is it a mother and father where the father works and the wife stays home that the media portrays? Or is it the realistic family that either both parents work hard for an income or the mother is taking on more the aspects of being the provider and the father is the housewife. Even though times have changed and women are starting to be the bread winners and responsibilities for men and women are flip flopping. Then why does the media still portray this perfect housewife image that the mother stays home, cooks, cleans, and takes care of the kids. Or the father is works twenty-four seven and when he is not working he at the gym or doing “manly” things like working on a car and getting all dirty. The media is presenting an image of our lifestyles that each male and female are supposed to live up to throughout their daily lives. Not just appearance, it is everyday responsibilities that have been genderized, as to who is supposed to do the yard work, or cook, or even clean. Commercials and paper advertisements, especially cleaning and food advertisements, are using stereotypical images to portray specific gender roles and responsibilities...
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...When I Grow Up: An Analytical Study of the Interpretations of Children on Pop Culture Elements found in Selected TV Commercials “TV takes our children across the globe before parents give them permission to cross the streets.” - Joshua Meyrowitz BACKGROUND OF THE STUDY Advertising is a form of mass communication strategy created to promote the purchase of a certain product, message, or service in the market. It carries the messages that come to you from the people who pay for the media (Biagi, 2001, p. 227). It is also an act of popularizing something through mass media to attract the attention of the consumers, audiences, or mainly the public for higher sales and marketability. Tracing through the history, evidences of advertising is said to have started thousands of years before when people started trading things for survival. Thus, the rise of technology, industrialization, and capitalism triggered the success of advertising in the heightening state of competition worldwide and in every aspect; from commodities, to people and politics. The industrial revolution, according to some historians, is the root of commercial advertising (Campbell, 2002, p. 387). Because of the continuous occurrence of new products in the market and there is a need to sell them off instantly, businessmen tried the concept of large scale advertising to sell more. Over the time, manufacturers realized that if their products were distinctive and became associated with quality, customers...
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...Nurture Over Nature Most males and females responsibilities are shaped by our society. As we grow up our parents hold us to the stereotypes that they were raised in during their generation. As a boy we were taught to never cry, to and show your feelings, and to be brave. As a female they were taught to be innocent, classy, and to be beautiful. I personally think that our gender is influenced by our culture/society (nurture). As a young adolescence we are taught to be in our lanes. Meaning that if you were a girl you would do girl things such as; playing with dolls, dressing up, and being innocent. As young boys we were taught that being tough was being a boy. Being that “tough” boy means being emotionally tough, physically tough, and verbally tough. Crying over something because you do not get something was not manly to a father. It is really intolerated by fathers to promote crying or expressing yourself. Parents play a major part in that also environment and media. Media has a major role on women and men from adolescence to adulthood. As women on media, media use stereotypes to project to our society their women roles. Women on T.V. are used to send most of the messages to the viewers. Advertisements use women in many ways to send a sexual message to a sports message to a food message. Women are usually centered by media. Most people do not know that the media has a role on their stereotypical lives. Men see it as cool and do not understand that they are affected too. In the...
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...C H A P T E R 7 Gender and Advertising How Gender Shapes Meaning The emotional, sexual, and psychological stereotyping of females begins when the doctor says, “It’s a girl.” —Shirley Chisholm Men are dogs and women are cats. Women are from Venus and men are from Mars. Writers, filmmakers, psychologists, and advertisers all have used the idea that men and women are different to develop stories, create conflict, and provide persuasive imagery. Not only do advertisers view men and women differently, but men and women also bring different perspectives to advertising. Thus, we can assume that men and women create dif-ferent meanings from the advertisements they see. Gender roles in our society have changed dramatically since the 1950s, and portrayals of men and women in advertising have been researched since nearly the same time. Researchers have consistently sought to evaluate these roles to examine whether advertising has kept up with societal changes. In this chapter, we examine the different ways men and women view advertising and mes-sages, as well as some of the ways that advertising portrays gender roles today. The last several decades have seen changes in the role of women in society, both as those who earn money and those who spend money. In 1940, women comprised about 20% of the workforce in the United States, while today that percentage reaches 50% (U.S. Department of Labor, 2000). In addition, the family structure in the United States has changed: smaller...
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...the specific problems of the study as well as the theoretical and conceptual frameworks which were the foundation of the research. The limitations and scope are also provided in this chapter. It also contains the significance of the study to different people affected by the research and the definition of terms as to how they were used in the study. BACKGROUND OF THE STUDY As people tend to watch television, we also tend to encounter the commercials that come along with watching. According to a study conducted by McCann-Erickson in 1993, the portrait of the Filipino as a youth, media has truly become a surrogate parent. Kantar media also said that 40 percent of Filipinos watch TV for 5 hours and encounters about more than 8500 advertisements. The existence of TV commercials has greatly helped industries everywhere to promote their products. They have become an influential factor in the...
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...The fast food business is a thriving metropolis in America. According to David Zinczenko’s essay, “Don’t Blame the Eater”, fast food vendors can be found on every block. Zinczenko explains that fast food is the only viable option for the youth of today. He recalls how as a latchkey child, he had no healthy options since fast food was staring him right in the face, causing him to become obese at a young age. Contrary to his beliefs, healthy choices existed when David was a child and still exist today. Inexpensive alternative food sources are not so hard to find. In fact, many fast food restaurants offer somewhat healthy alternatives, such as Subway. If a person chooses to eat at McDonald’s or another fast food place, have a salad, forgo the dressing, and have water instead of a supersized coke. There are plenty of nutritious substitutions out there. Local food markets and grocery stores are not invisible. The same amount of money spent on a burger and fries can be used to buy veggies and fruit, a much healthier choice. Grocery stores sell items that are pre-made and pre-packaged such as salads, wraps, and sandwiches which list the nutritional data right on the package. Fast foods are a matter of convenience for the consumer. Why spend time cooking when you can get your meal in a bag? Unfortunately, this is the mentally of the youth of today. Zinczenko fails to recognize that no one forces a person to enter that fast food establishment. It is purely a matter of choice. Just...
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