To what extent do advertisements reinforce female gender stereotypes - Essay Example

To what extent do advertisements reinforce female gender stereotypes? Use examples to illustrate your answer. God has created people and divided them in 2 main genders i.e. male and female. Both genders are equally equipped with blessings and are an important part of the society. In the field of marketing, these genders are used to promote products and services. When we talk about marketing, it is important to understand that marketing does not adopt the approach of men v/s women but it incorporates both genders to create a more attractive and eye catching advertisement for a particular product or service. In order to gain the attention of consumers, it is important to recognize what attracts the targeted group the most. However, regardless of such an important position provided to both genders, there is an increasing debate over the stereotypes used to portray these genders. Some researchers criticize advertisements for humiliating, shameful and disgracing portrayal of women. Others believe that women are used in advertisements as sexual objects and this simply is immoral and unfair. On the other hand, people believe that media stereotypes women as caring, tolerant, understanding and loving creatures. They are portrayed as loving mothers, caring sisters, loyal workers and graceful wives. This paper would further explain how media portrays women and how successful it is in portraying those female gender stereotypes (Reichert et al 1999, Artz et al 1999). During 1950s, the advertisements portrayed women as housewives who are much inclined towards cleaning, cooking and taking care of other family members. By that time, a few women worked and were discriminated as compared to the male counterparts. However, continuous efforts and feminist movements changed the history and women were finally welcomed in the professional field. This change should have caused a positive impact on advertisement by portraying women as loving, caring, sensitive and honest ladies who are even able to manage their career. However, the reality differed. The negative portrayal of women increased in advertisements without any hurdle and society started to perceive women more like a sex object (Reichert 2003). The historic stereotyping of women was based on portraying this gender as weak, shy, beautiful, caring, sensitive and quiet individuals. They were shown as beauty objects with high respect. Most of the pictures used for advertisements were of plain, expressionless faces with graceful but least exposing dressing. Those advertisements were based on the idea that women are objects that must be looked at but not listened to. However, in recent years, such depiction of women is inexistent. Women are now portrayed as bold, sexy, stylish and strong. Most of the advertisements capture them facing the camera with no expression of shyness or confusion on their faces. A number of advertisements have also shown a remarkable change in women appearance by portraying women adopting male behaviors, dressing, hairstyle and other traits. Redken advertisement is an example of such a portrayal where the female model has kept the hairstyle same as the male model. This has further changed the way women are viewed as in the world. Here it can be said that the women by advertisements are portraying an image in which they are shown more strong and manly. Through these advertisements it is stereotyped that women can compete with men in any given field and has worked towards their image in the world. These type of advertisements would also allow the female counterparts to realize how strong and important they are in the world. This change in stereotyping over time has changed the attitude of women and encouraged them to compete with their male counterparts. However, the negative impact of advertisements on their image cannot be ignored. These advertisements are hurting their image in the society and are vulnerable for youngsters who take inspiration from advertisements and media exposure. As through these advertisements some people may also stereotype the women as sex objects (Williamson 1978 & Goffman 1979). Sexual stereotyping of women in advertisement is a great threat to their status in the society. Advertisements are more and more inclined towards using women as restricted to their home or if they cross this boundary, they are portrayed as always interested in a male companion and cut off from the female counterparts. This portrayal of women is disgracing and put forward a wrong image as a desperate group (Plakoyiannaki et all 2008) Many studies are conducted to evaluate the truth behind the claim of sexual stereotyping of women and revealed that sexual stereotyping has not only increased but has also developed strongly shameful at present. Moreover, researches also reveal that continuous portrayal of women in media showing a particular behavior, choosing a specific type of dressing or performing a particular kind of act influences the attitude of people towards women ((Soley & Reid, 1988). Another study by Reichert et al. indicated that sexual dressings have also increased in magazine advertisements in the past few decades. Not only this the female models have also grown out to be more physical with their counterparts in the advertisements. This study compared the contact of models in the advertisements of 2003 and 1993 and concluded that female models were more involved in physical contact in the advertisements of 2003 (Reichert & Carpenter, 2004). Although these kind of women are not shown in every magazine but they are specified to certain magazines. (Soley & Reid, 1988;; Busby & Leichty, 1993, Reichert & Carpenter, 2004, Stevens et al 2003). Media influences the perceptions of women’s social status and reality on people’s mind (Gerbner et al., 1994). Continuous portrayal of same traits of women and repeated actions of same type leave a strong impression on the viewers mind and when that person has to make judgments in reality, their judgment is often influenced by that exposure (Rhodes, Edison, & Bradford, 2004). This clearly identifies that media and advertisement is quite successful in inducing female stereotype in society. Media, which may give fame or may defame any particular group, thing, sport, news or place, has apparently underrepresented the participation of female athletes in sports. More and more advertisement of male sporting events and less or no consideration to female sporting events have cut off the interest of sponsors, viewers and female athletes to take notice of women sporting events. Women are not only facing difficulties in proving their distinct identity in the sports world but the media misrepresentation is also putting their actual image at a great risk. They are represented as young, slim and sexy women instead of making them known for their professional athletic qualities. Portraying them in their swimming costumes (instead of their sports uniform) and interviewing them about their marriages and personal issues makes it more difficult for women to prove their existence in the sports world as great athletes. Media represents them as a symbol of fashion or beauty. Their image is spoiled by making scandals in the context of drugs involving their husbands (International Herald Tribune, Mayne 2000). Advertisements are a way through which many types of people are stereotyped. Advertisements play a major role in determining the trait or personality of the individuals living in this world. The advertisements in which women take part are times done in a way in which they depict them as positive women thus giving a way for a positive stereotype to develop. And on the other hand some advertisements portray them in the negative sense thus giving a way for a negative stereotype to develop. Thus it can be concluded that advertisements play a major role in the stereotyping of the women in this world. Bibliography International Herald Tribune, 29 April 2004, No. 37679. Rhodes, N., Edison, A., & Bradford, B. (2004). Relationship expectations and media use. Manuscript in preparation. Gerbner, G., Gross, L. Morgan, M., & Signorielli, N. (1994). Growing up with television: The cultivation perspective. In J. Bryant & D. Zillman (Eds.), Media Effects (pp. 17-40). Hillsdale, NJ: Erlbaum. Soley, L., & Reid, L. (1988). Taking it off: Are models in magazine ads wearing less? Journalism Quarterly, 65(Winter), 960-66. Reichert, T., Lambiase, J., Morgan, S., Carstarphen, M., & Zavoina, S. (1999). Cheesecake and beefcake: No matter how you slice it, sexual explicitness in advertising continues to increase. Journalism & Mass Communication Quarterly, 76, 7-20. Reichert, T. (2003). The erotic history of advertising. Amherst, NY: Prometheus. Reichert, T. & Carpenter, C. (2004). An update on sex in magazine advertising: 1983 to 2003. Manuscript submitted for publication. Busby, L. J., & Leichty, G. (1993). Feminism and advertising in traditional and nontraditional women’s magazines 1950s-1980s. Journalism Quarterly, 7, 247-64. 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