Gender Stereotypes In Advertising

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 Gender Stereotypes In Advertising


1) Three adverts featuring women from the 1950s/1960s:









2) 





















3) Stereotypes of women in 1950s/60s adverts were dehumanising and degrading them in order to appeal to men and create a stereotype that involved women being made to look pathetic and only good for cooking and cleaning. There were only good-looking, white women in these adverts which might have been done in order to uphold a standard of women being objectified so that they can keep their husbands happy, further accentuating the point that they are only there to please men.

4) In post-2000s adverts, however, women were sexualised a lot more, and also used as good-looking and majority white with lots of makeup. This standard may have been used to present a standard of beauty, perhaps suggesting that unless women were extremely beautiful or wearing lots of makeup, slim, white and young they were not good enough, and should have to live up to this standard to be happy. 

5) Representations of gender has changed drastically in 60+ years. This is because in the 1950s and 1960s, women were presented as an object that was inferior to men and only existed to please her husband. However, in more recent years such as the 2000s, women were presented in a more sexual way, with adverts only featuring beautiful and mostly white women, which created a beauty standard that suggested unless women lived up to this standard, they would never feel fulfilled or happy. 

Challenge: 

1) Adverts that subvert gender stereotypes:


 













2) The seven stereotypes discussed were:
  • Stereotyping women as housewives
  • Stereotyping young girls
  •  Women being narrated by men
  • Sexualising women and making their only purpose as for sexual appeal
  • Stereotyping women as only being useful for appearance
  • Stereotyping older women as being kind, loving grandmothers
  • Stereotyping women of colour whose only purpose is diversifying the advert and has no character or depth
3) I disagree with the banning of these adverts, however, I can see why they can come off as being offensive. I don't think that any remote inclination to gender stereotypes should be banned in adverts, as then I think that it becomes quite easy to police every advert for a hint towards gender stereotyping. On the other hand, I can see that a few adverts could have tried harder to reduce gender stereotyping. 


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