Question

Why do gender stereotypes persist in advertising when both men and women are critical of the images? Provide at least one (1) example for each: a male and female gender stereotype in advertising.

• Next, identify, briefly describe, and discuss one prime-time television show as related to stereotypical versus nonstereotypical gender content. What gender features contribute to the success of the show? How can the stereotyped content be altered?

Answer 1

Gender stereotypes cause decrease in self esteem, confidence and depression to many women. Studies have found that when women are stereotyped as items and objects and used in advertising, it impacts young girls, teenagers and other women and they become more concerned about their image. This leads to negative feelings and low mood. This also sets a precedent for men who look for certain desirable traits in women. Many women reported not watching television shows and commercials because it led to negative feelings.

Example of a female stereotype in advertising is a fairness cream. Ads show women applying the cream on their face and becoming fair skinned in a few days. This makes them more desirable.

Example of a male sterotype is showing a man in a gym lifting weights to promote health and importance of exercise. This brings a feeling that only men need to be strong in the society.

Friends, a US television series tried to do away with steretypes. It potrayed independent working women who could make their own choices without interference of a male counterpart (father, brother, boyfriend). It showed them in different roles as a sister, friend, colleague, daughter etc. The show was one of the first of its kind because until them most shows portrayed women to be objects of desire and dependent on men. In this show, the women were shown as equal to men, with equal opportunities for work.