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How Advertising Reflect Culture and Values PDF

Added on - 25 Jan 2022

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Introduction:
It is required to define the term "mass media" in order to answer the question. "The methods of
communication that reach a huge number of information in a short amount such as broadcast,
newspapers, comics, and radio" is how mass media is defined (Collins English Dictionary 12th edition,
2014). In other words, any medium that provides the general public with information qualifies as mass
media.
The media has permeated every aspect of contemporary life and is here to stay. We can't escape the
media's grip on our minds and emotions, whether it's via movies, television, commercials, or even social
media. We're indoctrinated with this knowledge from an early age, and it has the power to mold our
gender roles and the way we express ourselves.
Whether in commercials, films, TV programs, publications, or other forms of media, we are often
confronted with gender stereotypes. Despite the fact that these clichés have been debunked over the
last several years, they are still prevalent in certain media output. When it comes to gender stereotypes,
for example, males have been shown in the media since the early 1800s as being rugged and unyielding.
Despite this, women are shown as more domestic, as housewives, or in careers with less significance
than those held by males. According to media clichés, both men and women are expected to be
attractive and resigned to their roles, regardless of their gender. There is little doubt that the media has
a big influence on influencing a generation's aspirations and worldview. According to Durham &
Douglas's findings (2006). Gender, gender relations, norms, and deviations in the media will be
examined in this article using a variety of media types. Ads, periodicals, and films will be the focus of this
essay's investigation.
Advertising
The cultural impact of advertising on the public's views of current social standards is one of the most
essential variables to investigate within the advertising business. Gender roles are clearly defined in
numerous advertisements in today's culture and times. There is a persistent portrayal of males as
aggressive, powerful, or in pursuit of physical and mental strength, riches, or supremacy. Men's-oriented
advertising almost invariably depict precisely what I said. Most male-targeted products are designed to
help men perform better at a given job. It is not uncommon for these characteristics to be reflected in
the product names. The bulk of items have titles that imply strength, speed, or superiority. Impact, pro,
elite, turbo, total, and power are just a few examples. Products geared at women play a distinct function
in advertising because they have a different definition of what it means to be a woman (Brasted, 2010).
In advertising, women are shown at the polar opposite end of the gender spectrum from how men are.
Aside from being shown in advertisements that promote them as physically powerful or speedy, they
are normally depicted in a household setting. Advertisements often cast women in the position of
housewife or mother. The dominating male character notices and praises the women in a submissive
manner. Many products developed for women's target market have a strong appeal because of this
belief. The focus on cuteness and lack of aggression is often emphasized on product packaging and
marketing. Adverts for items aimed at women convey the message that women must always look their
best in order to attract men. In addition, the ads often indicate that women lack the capacity to go out
into the world and handle any scenario that arises (Brasted, 2010). Advertisements for housekeeping
goods such as Mr. Clean, which portray women as housewives or domesticated, target women.
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