Stereotypical Advertisements
Gender stereotypes are beliefs related to the sets of psychological traits and behaviors characterizing men and women, while the term “gender roles” refers to the activities that are differentially appropriate for men or women. Women are often stereotyped as weak, nurturing, dependent, indecisive, and emotional while men have been characterized as strong, independent, competent, and stubborn. In advertising, women are commonly portrayed as sexual objects, victims, and in stereotypical gender roles. Advertising has been criticized for presenting a non realistic view of women and their actual roles in society, as it generally uses stereotypical gender roles. Ever since the Feminist movement came about in the 1960s women have been trying to change the stereotypes.
Although less traditional portrayals of women are becoming
more common nowadays, the use of some stereotypical women depictions, such as
women as sexual objects, may have increased.
Research suggests that there are four broad themes of female stereotypes in advertising: women in decorative roles, women in traditional roles, women in non-traditional roles, and women portrayed equal to men. Women are more sensitive to noticing stereotypes in ads than men are and similarly women expressed more negative general attitudes towards sex role portrayal in advertising. It was also found that older men and older women exhibited more extreme attitudes, while younger men and younger women's responses were more moderate. Researchers believe that this is because older women were exposed to the feminist movement more so they have more extreme negative views; conversely older men have more traditional views and responded more positively. Younger people tend to have more moderate responses which may suggest that younger people are becoming used to these portrayals in advertisements.
Research suggests that there are four broad themes of female stereotypes in advertising: women in decorative roles, women in traditional roles, women in non-traditional roles, and women portrayed equal to men. Women are more sensitive to noticing stereotypes in ads than men are and similarly women expressed more negative general attitudes towards sex role portrayal in advertising. It was also found that older men and older women exhibited more extreme attitudes, while younger men and younger women's responses were more moderate. Researchers believe that this is because older women were exposed to the feminist movement more so they have more extreme negative views; conversely older men have more traditional views and responded more positively. Younger people tend to have more moderate responses which may suggest that younger people are becoming used to these portrayals in advertisements.