Gender Stereotyping in Advertising

It has been strongly evident that the media has played a large role in gender stereotyping for decades. Today’s advertisements do not reflect what women have achieved in our society. Advertisements often ignore women who reach career ladders. Also, women who become doctors, lawyers, politicians, entrepreneurs, decision makers, and business travellers etc. do not take the biggest part in ads. Advertisement completely ignores the complexities of modern women’s life. (European Journal of Marketing, 1995)

Instead of this, women are presented as flawless, decorative, her place is at home, depend upon men, do not have professional jobs, are viewed as sex objects. (Advances in Consumer Research Volume 6, 1979) For example, Diesel jeans have been banned by the Advertising Standards Authority. In this advertisement, they are using one of the outdoor ads featured a woman taking a picture of her genitals while a lion stalks her. It was said that this commercial offensive and that they encouraged anti-social behaviour. “Smart may have the brains, but stupid has the balls”, this text were likely to be seen by children and to cause serious or widespread offence. In particular, it said the fact that the models in both pictures were depicted as photographing or filming their genitals or breasts would cause offence. (The Week, 2010)

The second example could be ‘’Dr Pepper Ten’’ soft drink. The drink was developed after the company’s research found that men shy away from diet drinks that aren’t perceived as insufficiently “manly” enough. In this product category is more predisposed men. In television advertisement, is showing muscular men in the jungle battling snakes and bad guys and appear to shoot lasers at each other. There was a totally different brand treatment for men. They made that drink 180 degrees different than Diet Dr Pepper. It has calories and sugar, unlike its diet counterpart. (USA Today, 2011) Furthermore, there was found that it is a little bit offensive because it was saying that ‘’It’s not for woman”. On the other hand, a new campaign of Dr Pepper failed. They try to be edgy and were just sad, to be polarising and were just silly. It was said the ad is more offensive to men than it is to women. When you dumb down your marketing, you not only embarrass yourself but your entire audience. (Ragan, 2011)

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