The Evolution of Gender Representation in Advertisements

This essay provides a comprehensive analysis of gender portrayal in advertisements, tracing its evolution over time. It begins by examining early examples of sexist stereotyping, such as the "Gold Dust Washing Powder" advertisement from the 1890s, which reinforced traditional gender roles. The essay then highlights the shift towards more progressive representations, particularly around the 1900s with the rise of feminism and advertisements like the one for Shredded Wheat. Despite these advancements, the essay acknowledges the persistence of gender stereotypes in certain advertising contexts, like alcohol and Barbie doll commercials. The author reflects on the importance of challenging these stereotypes and advocating for gender equality, drawing from personal experiences and the influence of role models. The essay concludes by emphasizing the need for continuous efforts to achieve equality in all aspects of life, referencing relevant sociological theories and research to support its arguments.

Running head: GENDER PORTRAYAL IN ADVERTISEMENTS
GENDER PORTRAYAL IN ADVERTISEMENTS
Name of the Student:
Name of the University:
Author Note:

1GENDER PORTRAYAL IN ADVERTISEMENTS
Advertisements have been a part of marketing for more than a century now, however,
the methods have changed over the passage of time. The sources and the medium of
advertisements are now very different from the ones that were prevailing in 1890s. of the
evolution of advertisements are analyzed properly, it would be visible that not only the
advertisements evolved on grounds of technological developments, but also on the grounds of
its content (England).
For instance, in the advertisement of “Gold Dust Washing Powder” that came out in the
year 1890, a pamphlet shows a woman working in her household; the problem is not only in
the image that this advertisement shows, the problem is also in its written content which
clearly indicates sexist stereotyping. It says: “Fourteen Hour Wives of Eight Hour Men need
Gold Dust Powder to enable them to get through work as early as their husbands.” Such
gender roles have been defined by the society itself and such exercises that are allotted to
both the masculine and feminine gender are seen to be inextricable associated to each one of
the gender’s power in the society itself (CrashCourse). This is due to the structural
functionalism and gender theory that emphasizes the ways in which men and women should
act or can act in the form of complements to one another; this was their way of organizing
society.
Such a misogynist era was seen to diminish right as the year 1900 arrived. With this
new century, the impact of the feminism was being seen all around the world in every aspect
of their life including the content of the advertisements (Shaikh, Bughio and Kadri). For
instance, the advertisement that came out for Shredded Wheat in the year 1900 clearly
portrayed the desires of women and their freedom from the patriarchal dominance (Treas and
Tai). The advertising pamphlet showed a woman with a packet of Shredded Wheat, behind
her is a bell above which liberty is written and on top of her head we see a writing “ Her
“Declaration of Independence””. From this time on, the changes in the advertising regarding

2GENDER PORTRAYAL IN ADVERTISEMENTS
the woman stereotyping was seen to get demolished mostly; most of the advertisements
showed the strength and the basic rights of women and how they should not just be confined
to household works.
Over the next few years, there have been many yet it would be false to say that there was no
trace of misogyny or gender stereotyping in those promotions. For instance, alcohol
advertisements showed men only, even till this date, most of the advertisements about alcohol
shows men and “man” kinds to consume it; advertisement of barbie dolls is shown only to be
played by girls that followed the same structural and gender theory; however, there have been
multiple advertisements of products and even movies that broke such stereotypes like the
movies and movie posters of Mr. Mom, Three Men and a Baby, and also the fashion like that
of Ralph Lauren. It is necessary to fight for one’s own rights, and I have been influenced not
to be trapped under such determined gender roles as well. I went out and opted to work for an
occupation that is assumed to be associated for a particular gender. Only through such minute
efforts can the everyone attain equality in every aspect of their lives.

3GENDER PORTRAYAL IN ADVERTISEMENTS
References:
CrashCourse. Theories of Gender: Crash Course Sociology #33. 2017,
https://www.youtube.com/watch?v=CquRz_cceH8&list=PLpyFoOZ7afa7hBFdo_7a-
VUgnnZfsXgqT&index=5. Accessed 19 Apr 2020.
England, Paula, ed. Theory on gender: feminism on theory. Transaction Publishers, 1993.
Mickelson, Roslyn Arlin. "Why does Jane read and write so well? The anomaly of women's
achievement." Sociology of Education (1989): 47-63.
Shaikh, Marvi, Faraz Ali Bughio, and Shafkat Ali Kadri. "The representation of men and
women in advertisements: A critical discourse analysis." The Women-Annual Research
Journal of Gender Studies 7 (2015).
Treas, Judith, and Tsuio Tai. "Gender inequality in housework across 20 European nations:
Lessons from gender stratification theories." Sex Roles 74.11-12 (2016): 495-511.