Introduce to Media Communication
Added on 2020-05-11
4 Pages452 Words105 Views
Running head: MEDIA COMMUNICATIONMedia CommunicationStudent NameUniversity nameAuthor Note
MEDIA COMMUNICATIONWe live in a world which is controlled by the mass media. Information are broadcastedthrough various form of entertainment and reach the millions of viewers fast. The genderstereotyping is evident in advertising as a persuasion technique. It is natural practice of humansto organize knowledge through the information they gather from his surroundings. The humancognitive scheme is developed by perceiving certain representations of reality that is present inthe social environment (Greenfield, 2014). The refusal of stereotype is generally considered asexception and it is traditional practice to identify certain groups through the stereotype only. The advertisement is a perfect example of gender stereotyping in modern society. Theprofessional business world is often criticized for discrimination against women (Anand &Tyagi, 2017). The men are sitting and presenting business idea to another male boss while thefemale is the secretary and objectified. The plant objectifies with lustful manner and the mencheer in joy. The society is used to this practice of work place gender discrimination thereforethe advertisers used this to connect to their audiences. TV advertisements present women eitherin the role of housewife or as a sex object. In this M1 You deserve better ad the woman isoutside the domestic sphere and sexual message has been projected through her (YouTube,2008). Such representations of gender stereotyping set the norm and assist the audience to frametheir gender identity. The entire advertisement is from male’s gaze and the woman is just like adecoration piece. The advertisement primarily aims the male viewers and therefore the addemonstrates the recipient’s reflection. The presence of the woman in this ad is weaker than theman and serves nothing than evoking an erotic sphere. The advertisement wouldn’t have lost itsmessage without the woman but adding her in the scenario adds the desire quotient and theadvertisers message gets delivered to its viewers more effectively.
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