Gender Stereotypes in Advertising

This assignment examines the role of gender stereotypes in advertising. It analyzes how television commercials reinforce traditional gender roles through imagery, language, and character portrayals. The paper discusses the effectiveness of these stereotypical representations in conveying advertiser messages and explores the impact of such portrayals on societal perceptions of gender.

Running Head: STEREOTYPES 1
Stereotypes
Name:
Institution Affiliation:

STEREOTYPES 2
How stereotypes are being reinforced in the commercial
In most business sectors, television companies reinforce the stereotypes in advertising
through patterns, historical context, along with cultural context. Stereotypes in the commercial
are enhancible by the generalization of an individual or group of persons without regard to
differences among people. The media reinforces stereotypes in the commercial by creating a
particular type of information that can manipulate the attitude together with opinions of
individuals. Consequently, the positive stereotypes that link an individual or group to a particular
positive characteristic can have negative results. The stereotypes are reinforcable in the
commercial by the use of gender-based models (Rubie-Davies et al., 2013). For instance, girls,
as well as women in the media industry, are filled with stereotypes concerning whom they are
and different from roles they play in the society.
In reinforcing stereotypes in the commercial, the media personnel is always able to
organize their knowledge concerning the community around them by sorting along with ideas of
simplifying the received information.These practices help in the creation of cognitive plans that
form positive images of the displaying its essential characteristics and fundamental part and
assets (Priele, 2016). The systems used are necessary for showing the core of global view and
have the slight effect on societal cognition such as indulgent, emotion control, together with
anticipation state. Moreover, the commercial is the vast source of gender stereotyping. These
businesses continue to be adaptable to the particular gender either male or female target, as they
are the reflection of the recipient. In many cases, reinforcement of stereotypes into commercial
tends to portray women differently that in ways that conform to traditional roles of gender.
Overall, women and men in advertising are not equal but rather comply with conventional beliefs
concerning appropriate roles of gender along with gender stereotypes.

STEREOTYPES 3
Extent to which these stereotypical representations can effectively convey the advertiser’s
message in the society we live in today
The use of gender-based stereotypes is essential in communicating the message of the
advertiser to the viewers. The use of stereotypes in commercials offers the most powerful device
used for creating and shaping opinions of people. The manner of the representations of roles of
male and female in ads reflects the traditional notions of gender where men dominate women in
every activity. Stereotypes representations can empower women. The increment in the number of
positive roles of female, particularly in films and television dramas help in conveying the
information that enables women to take up different roles. The message y advertisers contribute
in showing how the depiction of women in commercials has changed from females as passive
objects of the gaze of men, to active, sexually potent agents, and independent in various activities
(Matthes et al., 2016). The stereotypical representation has been able to convey that people are
always emotionally vulnerable as compared to women. It has also expressed that men have to
care more about their appearance and they should treat women as equals.
The presentation of media stereotyping lags behind the reality of social as well as
economic conditions that lead to liberal feminists. Moreover, through stereotypical
representation, the advertiser can acknowledge that images of women in the society have
changed significantly for better compared to the last three decades. The commercial using
stereotypes help in portraying the assumed models of the philosophy that has long been
destroyed. The substance replicated on the TV commercial, the residency of women in ads along
with explanation is nominal in assessment to that of tasks of the male (Berkovitch et al., 2012).
Furthermore, stereotypes in commercials are commonly applicable in television since they can
be identifiable making the advertisers to reserve characters without including to probe into the

STEREOTYPES 4
perfect portrayal for the sake giving accounts. In the utilization of stereotypes, society can just
recognize characters while focusing extra interest on the storyline before the maturity of
character.

STEREOTYPES 5
References
Berkovitch, N., Waldman, A., & Yanay, N. (2012). The politics of (in)visibility: On the blind
spots of women's discrimination in the academy. Culture & Organization, 18(3), 251-
275. doi:10.1080/14759551.2011.644669
Matthes, J., Prieler, M., & Adam, K. (2016). Gender-Role Portrayals in Television Advertising
Across the Globe. Sex Roles, 75(7/8), 314-327. doi:10.1007/s11199-016-0617-y
Prieler, M. (2016). Gender Stereotypes in Spanish- and English-Language Television
Advertisements in the United States. Mass Communication & Society, 19(3), 275-300.
doi:10.1080/15205436.2015.1111386
Rubie-Davies, C. M., Liu, S., & Lee, K. K. (2013). Watching Each Other: Portrayals of Gender
and Ethnicity in Television Advertisements. Journal Of Social Psychology, 153(2), 175-
195. doi:10.1080/00224545.2012.717974