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Gender Stereotypes On Advertising Press Essay

Commercial radio channels, newspapers, newspapers, and televisions are today within countries across the world and advertisements and commercials are an all natural part of people's lives. Different Medias are being used to reach out to potential existing costumers and consumers by both local and national companies. A lot of people around the globe are today subjected to a great amount of television advertisements and this because of the huge get spread around of commercial televisions (Furnham and Mak, 1999). This combined with fact that tv set advertisements control society's idea and behavior which makes the analysis of how advertisements were created interesting. In addition to that because gender is one of the major segmentation variables, there is an enormous interest among marketing researchers in gender related research. Milner and Higgs (2004) dispute that how men and women are portrayed in advertisements play a role in indicating the society's attitudes towards gender. Gunter (1995) argues that gender stereotyping in television set affect teenagers who learn gender appropriate attitudes and action. Due to the present situation where companies and organizations use tv set commercials to attain men, women, and children, there is a significant involvement in how gender stereotypes are portrayed in tv advertisements. Silverstein (1974) express a problem how society's observation of appropriate gender roles is affected by portrayed gender roles in television set and advertisements. Hawkins and Coney (1976), on the other hand, claim that different cultural perceptions of what's seen as a proper role for a woman can result in national variations in how women are portrayed in advertisements. One of the ways or the other, men and women in television set advertisements are portrayed following traditional gender stereotypes (Furnham and Mak, 1999). Irrespective of if the television set advertisements that influence how world view appropriate roles for women and men, or if television advertisements is merely a reflection of how gender roles are manifested in contemporary society (Courtney and Whipple, 1983), further research of when, where and how gender stereotyping appear in television advertisements is of interest.

Problem Statement

That gender is one of the key segmentation variables for advertisers which is one of the factors that makes it interesting to improve review how gender stereotyping is manifested in tv set advertisement. Although large amounts of research have been done because the 1970s but there is still some things that are unfamiliar.

This research will shows the result of gender stereotypes on advertisement. The analysis goes on with a books review.

Research Question and Hypothesis

The following research questions are used to guide the study process:

Which gender nowadays has more opportunities for advertisements?

How gender role is being challenged and modified?

(Hypothesis) How adds are filled with stereotypes related to gender?


The terms that are recurrent in this study includes stereotypes, gender, and commercials.


A widely presented but set and oversimplified image or notion of a particular type of person or thing: "sexual and racial stereotypes".

A stereotype is a fixed, over universal opinion in regards to a particular group or category of people. " (Cardwell, 1996).


The state to be female or male.

Gender is a variety of physical, mental, and behavioral characteristics distinguishing between masculinity and femininity. Depending on the context, the term may refer to making love (i. e. the state of being female or male).


Concerned with or employed in business, a television set or radio advertisement.

Relating to commerce. Within the investment field, the word "commercial" is generally used to refer

to a trading engaged running a business activities that are hedged by positions in the futures or options


Literature Review

Gender Stereotypes in commercials

In the world of advertising men and women have consistently been portrayed in stereotypical ways. Women have been the principal focus on most ads, because studies show that she possesses the power above the wallet in children. Advertising has began a masculinity marketing campaign where they are separating the genders altogether. (Gender stereotyping in ads, Kristen N Lemmnos)

The mass media has always been the profitable way for business to attain out to people and the truth is marketers have well used this medium of advertising. However, they have also been usually criticized for portraying strong gender stereotypes, especially negative stereotypes of women. Alas, such criticism got little effect now gender stereotypes in advertising still exist. Women today generally have significantly more opportunities for advertisements. Not unexpectedly, this change possessed unusual effects on male audience.

Mass press play a significant role in a modem world, they consist of press, television set, radio, books, magazine, paper and internet. Gender stereotypes in advertising nowadays have a great control and reaches large audiences. Media also affects people life by shaping attitudes and belief. In case there is gender jobs, the societies have noted the domination of men by institutionalizing of male control over women. Nowadays the difference between men and women assignments are similar, however mass media still perpetuates traditional gender stereotypes.

Stereotyping commercials

Women tend to be provided in commercials, because they're seen as responsible for making every day acquisitions. Men generally advertise vehicles, cigarettes, business products or investments, whereas women are shown rather in commercials with makeup, they are also probably portrayed in the house environment, unlike men, who are shown out-of-doors. Another important feature is the face-ism happening in the commercials, which comprise in showing the entire figure in vase of women and close-ups shuts in case of men (Matthews, J. L, 2007). More and more commercials are aimed to children. They indicate the proper put in place the society for girls and boys. Women are shown as babysitters nursing dolls or cleaning house with a green cleaning equipment, whereas kids do sports or play computer.

If women and men come in the commercials collectively, they mostly offered as a couple of or matrimony. A sexual suggestion is also often used in this circumstance, in this condition of competition; women look like weaker than men.

Breaking the Stereotypes

In spite of the key occurrence of the stereotypes in commercials, advertising specialists more often use non-schematic ideas of the campaign of products and services.

Media stereotypes

Media stereotypes are expected, especially in the advertising, entertainment and news market sectors, which need as extensive an audience as possible to quickly understand information. Stereotypes become codes that provide an audience a quick, common knowledge of a person or group of folks usually associated with their class civilization or race, gender, social orientation, cultural role or occupation.

Gender stereotypes in commercials, tv set and film

Gender stereotypes aren't as common in television with individuals, yet children are still mixed up to the roles of these specific gender. One must understand the term gender, to understand the distinction of stereotyping among children.

Most of world believes that girls are literally weaker gender; while men are the emotional weaker gender as a result of way the sexes are tide to gender requirements.

Gender functions in commercials

The use of gender assignments in commercials and in the media are imbedded subconsciously in the intellects of the mass public. Gender stereotypes are general beliefs about sex linked qualities, where it's important to characterize the gender tasks and stereotypes which may have become imbedded in our modern culture. The gender tasks of women have been labeled as being a mother, attention giver, understanding, proper, and house-keeper. The guy on the other side has been portrayed as a strong, working man or woman who manages the family and comes home to a caring partner. These gender roles are becoming extremely challenged as world is a turn in inexpensive and sociological conditions. As these jobs are changing stereotypes about behavior and characteristics of genders are also changing. To adopt the role of the woman and observe how she is being portrayed today we must check out some statistical information on commercials, Men have been accused of being concerned with occupation. However the man's place in the job market has been more and more decreased because of the rise of ladies in the work push, gender assignments are being transformed as well.

It is true that the jobs of men and women are having a huge shift. In order to charm to the growing demographic marketers have recreated commercials to the growing transfer. Gender tasks and stereotypes have evolved in line with the trend that world is certainly going towards however to request to the greatest amount of people some commercials also have continues to follow the stereotypes and gender jobs that have become imbedded in so many peoples minds. The issue there will not lie with just how people are stereotyping women and men, but with the way feminism and masculinity is perceived by modern culture in negative ways. Today's commercials have grown to be mixed in its ideas and beliefs in order to adhere to the diverse society we have become modified to.


The current research consists of both qualitative and quantitative methods because the data collection treatment is based on a questionnaire and on interview.


The first method of data collection is a questionnaire including seven questions which range between yes/no questions and open-ended questions.

The reason for these questions is to accumulate data about gender stereotype in advertising. It will likely be distributed and implemented by the researcher himself. The test is randomly chosen.


The interview is likely to be conducted with two experts in the field psychology. It offers four questions about the effect of gender stereotypes on advertising.


This study showed that in some ways that tv set advertisements regular with traditional gender stereotyping. For example, there will be more male than feminine central individuals, and men are more frequently narrating the voiceover. Men tend to be portrayed in traditional dominant assignments, like interviewer or narrator, and promote masculine products, such as financing and real real estate. Also, they are more likely to be portrayed as middle aged. Women, on the other side, are more likely to be depicted as young, and do frequently promote body products. However, in a few aspects tv set advertisements differ from traditional gender stereotypes. This study presents equivalent representation of sexes in centered roles, like mother or father or partner, were women usually are overrepresented. The identical goes for some of the settings. By traditions men are overrepresented in work related adjustments, and ladies in a domestic environment. The result presented in this review in so doing also show facts on non-stereotypical gender assignments and adjustments.

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