...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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...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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...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 be working and making the money. An example of this is on most of the detergent commercials. For...
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...schools alone for the dismal decline in SAT verbal scores. When our kids come home from school do they pick up a book or do they sit glued to the tube, watching music videos? Parents, don't make the mistake of thinking your kid only learns between 9:00 a.m. and 3:00 p.m.”(qtd. in Alexis 247) .The connection between the desensitized youth of our nation and the American mass media is undeniable. American Children spend more than fifty-three hours a week watching TV or using video games, cellphones, and computers (Kaiser Family Foundation). That is an incredible amount of time for anyone, let alone a child. Sociologists believe that the media is used as a means to educate youth in regards to beliefs and values. Youth are shown that their lives can be better or more exciting by taking part in a certain behavior, which in-turn could lead to unrealistic expectations and problems later on down the road (Basirico 44). Television depicts violence as a means to solve problems, whether it is on a cartoon or in an action TV show. The message is in most cases the same; hurt the person making you angry. “ By the age of eighteen the average American has seen two hundred thousands acts of violence on television, forty...
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...traveling and anything else that we have to do. A common person in the city usually wakes up checks the TV news or newspapers, goes to work, makes a few phone calls, eat with their family when possible and makes his decisions based on the information that he has either from their company workers, news, TV, friends, family, financial reports, etc. We have put our trust on the media as an authority to give us news, entertainment and education. Advertising has three purposes: one, to create product awarness, two, to inform consumers about a pruduct or service, and three to motive customer demand for the product, thereby creating brand loyalty. Advertisements appear on television, in magazines, on the Internet, on billboards, store displays, buses, taxi, school bulletin boards, and even people’s clothing (Boss, 2010). However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works. The media makes a lot of money with the advertising they sell and that we are exposed to. We buy what we are told to be good, after seeing thousands of advertisings we make our buying decisions based on what we saw on TV, newspapers or magazines to be a product we can trust and also based on what everyone else that we know is buying and their decision are also based on the media. These are the effects of mass media in teenagers, they buy what they see on TV, what their favorite celebrity advertise and what is acceptable by society based on the fashion...
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...Compare and Contrast Gender in Advertising Advertising is a multimillion-dollar industry that targets people of various ages and gender to aid in selling gather products. The images or visual and verbal sense of the messages vary considerably by targeting different people with images and messages, which may even lead to the use of stereotyping in order to reach to a wider array of audience. For example, adverts that are solely directed for the teenage audience persuade them that purchasing a specific product makes them “fit in” with other teenagers or their role models. A comparison of advertisements that are aims at men and women show that advertisers are still using the standard gender role to advertise for their products which is causing a lot of stereotyping and biases to be seen. In order to understand stereotypes and gender bias found in the advertisements, it is first imperative to understand what stereotyping is and how it is implemented into advertisements. Stereotyping is defined as a thought that can be adopted from specific types of individuals or ways of doing things, however, that certain belief may or may not be an accurate reflection of reality. Stereotyping fits in with other types of inter group attitudes. Stereotyping, discrimination, and prejudice are comprehended to be related but are still different concepts. Stereotyping is though more as rational components of an individual since it is a reflection god expectations and beliefs about the characteristics...
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... I spent time exploring programing that pertained to specific genders and made note of the corresponding advertisements in each. In stations like E!Entertainment the advertisement consisted primarily of household products such as laundry detergent and cooking knives. For example the detergent commercials such as Tide and Gain always depict a mother demonstrating how the product easily removes stains that her children have produced. Stations that correspond primarily to men such as sports channels advertise insurance companies, cell phone companies and car dealerships. In the car commercials they always depict a man either by himself or with his wife and family. Regardless of the situation the man is always the one who deals directly with the salesman, occasionally the wife will ask questions but in the end is shown as trying to convince her husband to purchase the car. These commercials teach men that they are expected to handle the business aspect of the family such as the mortgage and car insurance. On the other hand it teaches women a wife's duty involves doing everyday household chores like laundry. All of these images are subconsciously establish gender roles within families, they replay the same ads over and over again until the message commits to the viewer's...
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...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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...products men and women buy in today’s economy. The number of ads a human see’s throughout their day, between TV and street ads mainly, is in the ballpark of 3,000 and that’s not including the grocery store, the movies, or the mail we get. We don’t realize how exposed to ads we really are. And the scariest part of it all is that they’ll hit us when we’re least expecting it. When you get that craving for cheeze-its, the sudden impulse to buy a new purse, buying the newest pair of shoes, for no reason at all. You know you’re not supposed to buy them, but you cave in and burn a damaging hole in your wallet. You can try as hard as you want not to look at ads but they are all around us. As I sit at my kitchen table writing this paper, I can see at least fifteen ads without turning my head and all I can think about is how good Tormino’s pizza and I could get a free small pizza with my punch card or how I need to beat the next chapter in the HALO saga to take out my anger for how much I love school, Better Homes soft cashmere Amber candle, 1980’s Nintendo helpline number with Mario on it. Just to name a few. Since the television became popular in the early ‘50s, it has been in the living rooms, and minds of people around the world and sadly remains a major part of our daily life. Some people say television is a "harmless entertainment." Violence, sexuality, race and gender stereotypes are common and popular themes in most television programs. Shows like ‘Family Guy’ and ‘South Park’...
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...Pre-Seminar Assignment: ISEG section: 2B Topic: A new insurance company that sells auto/home/small commercial insurance * Competitive Analysis #1: * Name of service: Property and Casualty Insurances * Parent company: Nationwide Insurance Company * 2 or 3 key features of service: Example of a car insurance Personal Belongings covered under a certain amount, 24 hour claim service , replacement car * Estimated age and gender of the target audience: From 16 to 99 years old, it’s a large target * Tag line / Strap line / Slogan of the product: They changed their tagline from “Life comes at you fast” to “Nationwide is on Your Side” in 2009 * Where the product is advertised (which publications, web, literature, etc.) The products are advertised mainly in TV commercial, that you can also see on their website. They also communicate through social media like Facebook, Twitter etc… You can have bad press on it, for example they took off the ads which were next to a commercial against female violence. It leaded to an outcry. * What do you think are the strengths and weaknesses of their advertising (short statement)? Their strength is the fact that they want to be closer with this advertisement, first by the slogan which want to gather people in a way of trust, further in the different TV commercials because we can see different kind of people to reach more targets. They play on a humoristic ton and that’s why they’re different comparing...
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...The influence of media on gender roles Over the last forty years, the gender roles for male and female have changed quite a bit. In the past, women were often viewed as having to assume the duties of the housewife, while the men are the breadwinner in the family. However, these stereotypical views of men and women alike have changed over time to shape the present. Firstly, in attempt to define the meaning of a stereotype Wikipedia (2009) notes that: “Stereotype is a preconceived, oversimplified, exaggerated, and often demeaning assumption of the characteristics possessed by an individual due to his or her membership in a specific group. [It] usually functions to deny individuals respect or legitimacy based on their membership in that group. They are the hardest to dislodge in situations where a dominant group desires to keep another group subordinate”. The purpose of this essay is to generate an understanding of how gender roles are shaped and defined in society due to an overwhelming amount of stereotyping and the influence of the mass media that has left an undeniable impact on our everyday life. When talking about gender, we are referring to “culturally learned notions of masculinity and femininity” (Tepperman et al., 2007, p. 187). As noted by Tepperman (2007), “From a social standpoint, gender is the social enactment of a biological difference.” The result of this is males are treated as men because they play masculine roles, and females are treated as women because...
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...Studies have shown that there is a relationship between the media and the issues of women in STEM. These articles look at how the media creates an image of scientists on the basis of stereotypes and the gender gap. All these different shows take on the topic in certain ways that may put women studying STEM in either a positive or negative light. However, they do all focus on the idea of making these field gender inclusive. Men want what was once theirs to stay theirs, except society has grown to be more accepting of woman in these fields. This raises the question of where are all the women in STEM fields. There seems to be interest, but the number of women who actually pursue these fields is really low. Other similar research examines the numerous...
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...opinion is that the negative can be very detrimental. To see how detrimental the media truly can be on children, one needs to examine just how much children and adolescents are exposed to it. Today’s children ranging from infants to 17 become exposed to an enormous amount of media and in most opinions much more than ever before. In today’s society, “the average American child spends three to five hours a day watching television” (Adams, 2008 para.2). If one really stops to think about that statistic, it seems somewhat absurd. In most cases children are in school anywhere from four to eight hours a day by the time that they get to and from and nowadays “the average youth will spend 900 hours a year in school and 1,500 hours of watching TV” (Adams, 2008 para.5). This statistic is proving how much children and adolescents are exposed to television, but it does not show how much they are being exposed to the negative aspects of...
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...THE MEDIUM WHICH LEADS LIVES: TV The Initiative Media (1997) stated that in Turkey, “The average television viewing time is 300 min per day, compared to 180 min average television viewing in Europe (cited in Uray&Burnaz, 2003). As it is inferred from the statistics, television is one of the leading mediums of media; thereby it has a formidable force on society. It can easily leave an impression on society and shape audience’s ideas about any issue such as gender roles and the social mores. As TV’s effect on gender roles are comprehensively examined, it is observed that it does more harm than good for society; since TV restrains women from having careers by showing them as inappropriate and insufficiently qualified for some quantitative occupations, changes family dynamics, and blocks women’s success in politics despite being a non-quantitative field. On the other hand, it has a good effect on gender roles that it removes strict boundaries between genders. The first of harmful effects of TV on society is that TV has a power to shape audience’s ideas about women’s and men’s abilities, and impose on society that women are less skillful than men in the workplace, especially in quantitative fields. If the ideas that females are less successful than males, and their male counterparts better-qualified in quantitative fields are transmitted through TV advertisements and series, the public’s ideas will change in a linear way with the TV says. For example, when almost no female is depicted...
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...as less important, values such as spending time as a family or everyone eating dinner all together. However, most shows during this era still portrayed the idea of a traditional family, which is having the mother stay home to cook, clean, and take care of the children, while the father is off at work supporting the family (Frum). T.V’s popularity in the 70’s was expanding, symbolizing a movement towards equality between races and genders (Frum). With the turn of the century, shows such as “Maude,” “The Jefferson’s,” “All In The Family,” and more began airing on national television (Frum). The social movements of the time period such as equal rights for women and the civil rights movement were becoming apparent in shows like these (Dow). Other than popular shows in the 1970’s, commercial television also had a profound and wide-ranging impact on American society and culture, therefore sparking a new consumer culture. Advertisements have been mentioned as major factors contributing to increased American materialism. With more and more people watching TV, this form of entertainment seemed at an all time high. But, since some shows like “All In The Family” started airing episodes that broke down the traditional family, people at home were starting to wonder for the first time if they really want a traditional family (All In The Family Cast). Sitcom comedies from the 70’s started to aggressively incorporate the idea of feminism in their shows. This time period contained shows, which...
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