The use of gender stereotypes in advertising Essay

The use of sexual activity stereotypes in advertising - Essay fare sessionThis The use of gender stereotypes in advertising work outlines how gender stereotypes used in the ads influence our consumer behavior. ad content largely includes simplified pictorial matters of gender roles that do not take into account the complexity of contemporaneous lives, thereby providing marketers a shortcut to communicate for whom the merchandise is intended. Stereotypes, therefore, form the basis of what vex been termed advertisings ideologies (Lafky, et al., 1996). Early advertising content has focused on a narrow spectrum of womans roles including childrearing, keep and objects that are dependent, emotional, submissive, selfless and lacking power and authority (Hellemont & Bulck, 2012). Other ads have focused on the superwoman image of females who are equally good in their professional careers as they are at housekeeping. Still others have highlighted the sexual image of woman as being an o bject of beauty, pointing to idealized body images and sex charm (Hellemont & Bulck, 2012). Men, on the other hand, have been associated with traits such as assertiveness and aggression (Hellemont & Bulck, 2012). The world of advertising has been label as providing monetary and sexual rewards to the projection of an appropriate manly appearance. Some writers go as furthest as claiming that virtually all advertisements are skewed towards men by either demonstrating to them the kind of locating they can aspire to achieve or demonstrating to women what kind of men they should aspire to attract. However, this does not negate the practice of portraying women as beauty objects or sex symbols in most advertisements. The way in which gender is portrayed in advertisements depends largely on the literacy levels and sociable status of the audience being targeted. For instance, some ads introduce working women as independent, whereas others portray women in their traditional dependent roles . A product targeted towards the higher social class will be advertised using the