This is how the stereotyping in advertisements is going to the unacceptable level. Every person has his unique state of mind and emotions and that should not be tampered with to fix emotions temporarily. …
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Gender stereotyping in the advertisements has become one of the major problems seen. For many it is a wrong and unacceptable way since it gives a wrong sense of value to the people for selfish reasons. On the other hand, the groups of people who use gender stereotyping argue that it is to reach the targeted audience and not to immorally harm the society. The issues arise often and the debate goes on. It is important to note that advertisements rely on stereotypes, and despite what the society presents, gender stereotypes play the concrete role. The modern society has been shaped according to the media that surrounds us. The main purpose why advertisers use stereotypes is to make their message stronger and reach the targeted audience. They also think this secures the stereotypes in the society and portrays their position in the society. However, it also causes an inverse effect according to many psychologists. They say these advertisements represent the genders in the society as they exist stereotypically, and also cause these groups to be influenced to stay packed within their stereotyped molds. The advertisement of Weight Watchers is an example of how gender stereotypes are commonly used in advertisements. They have the perspective of looking at men and women so differently that they have used two separate advertisements in order to target them. The advertisement for women launched the ‘Weight Watchers 360’ programme and the advertisement for men launched the ‘Lose like a Man’ programme. The programme for women was very stereotypical as it focused on the ability of the user to, at times, eat what they wanted, such as chocolates. For men the programme used the approach giving them the ability to sometimes eat some of their favourites and still lose weight, such as pizza, burgers etc. The advertisement could not have gotten more stereotypical where it positioned different tactics for both genders, placed the genders in their stereotyped roles and influenced the society to follow them. The relationship between the media and the society is not understandable. It is observed that women face excessive stereotypical pressure, but usually men suffer the same. Gender stereotyping in advertisements is commonly discouraged because it enforces negative and false assumptions in the society through portraying audiences on television, social media or billboards. For selfish reasons advertisers use these groups and create wrong values in the minds of people in the society. Psychological reasons are the most important ones because of which stereotyping in advertisements are immoral and harmful. The advertisement may remind the targeted audience of any incidents that they went through, and influence to think of them as normal. Advertisers sell their products through targeting the psychology where the audience starts to feel they actually lack those so-called attributes (Browne, 2011, p. 33). Advertisements affect people every day in a way that they do not realise. These advertisements portray an idealistic reality which most people are not aware of. The goals and objectives attained by the advertisers cause severe negative circumstances in the society. Psychologists say that women are reminded of the negative stereotypes before they perform any exercise or activity. The stereotyped advertisements create an exaggerated version of a specific group or gender and they present it as normal. This affects the psychology of people who are being targeted and they are not only convinced to buy the product but also start believing themselves to be normally unusual.
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