Gender Roles in Advertisements

According to Martinez (2011) shows and advertisement of a woman for cleaning products portraying the message “a clean house is a sign of good life.” This advertisement raises the questions are the women-only the people who can clean? A man is advertising the product but it is the woman who does the cleaning. This advertisement is stereotypical of woman by displaying them as domestic workers while the professional jobs are meant for men.

The advertisement of a “man with a baby” shows a man holding a baby with the words “what will the world be without women” (Gender stereotypes in Advertising, 2015). This advertisement reinforces gender stereotyping while at the same time breaking away from it. The reinforcement of the stereotyping can be deduced from the question in the ad, while the breaking away from stereotyping can be deduced from the image of the man carrying the baby.

In the advertisement “Are You Man Enough to be a Nurse?” portrays nursing as a feminine profession and it is trying to convince men to become nurses. The advertisement shows nine different men in nine different professions which are considered to be manly. Some of these professions are surgeons, rugby, executives, etc. The advertisement tries to convince men to break off from the stereotypical notion that nursing is for women. The advertisement goes ahead and states that “to be a nurse does not make you less of a man but rather more of a man” (robers16, 2013).

In Dos Equis Beer advertisement, there is a man drinking beer and surrounded by two women, and also the man is smoking a cigar (Gender Stereotypes in advertisements, 2013). The advertisement shows how bold and attractive men should live like i.e. they should have money, drink alcohol, smoke a cigar and have beautiful women around them. The man in the ad has a serious countenance and is wearing an elegant suit; this is stereotypical of all men in the world with socio-economic class. The ad also displays the female stereotype of women surrounding a nice looking guy with money. The women are staring at the guy showing how they adore him.

Mass communication, for example, advertisements and news commercial enterprises, for the most part, depicts men and ladies with generalizations, in which ladies and young ladies are liable to be put in hindered circumstances, for instance, they are put in domestic and submissive roles. While men and young men are portrayed to be more worried with their occupations and will probably be effective. As a result, customary gender roles and power relations have been profoundly internalized in individuals’ minds through mass communications which restrict the improvement of both human identities and social fairness.

These advertisements likewise affect negatively ladies in families, in working environments and in the general public. As per numerous research (Yunjuan & Xiaoming, 2007), ladies are often generalized to be depicted as playing lesser creatures, subordinate parts or sexual objects. It is more suitable for ladies to stay at home doing domestic chores than being employed just like men. Also, in many entities, the high-position occupations are generally meant for men, not women. This mirrors the gender disparities, which is not reasonable to ladies.

Taking everything into account, since negative results of gender generalizations which are delivered by mass media hinder the advancement of most nations, it should be given careful consideration. Education can be considered as a superior way, which is more easily to put into practice for nations. In the meantime, this arrangement can reach more people and have an obvious effect. What’s more, keeping in mind the end goal, to decrease the negative impacts effectively, education as well as numerous different elements in the society ought to be attempted to curb this vice. If the society will be empowered, the impacts of these advertisements will be eliminated.









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