Media Communication: An Analysis of Gender Stereotyping in Advertising

This report examines gender stereotyping in advertising, focusing on how media communication shapes and reflects societal norms. The analysis highlights the use of gender stereotypes in advertisements, providing examples such as the 'M1 You Deserve Better' ad, to illustrate how women are often portrayed as either homemakers or sexual objects. The report discusses how these representations, often presented from a male perspective, contribute to the construction of gender identities and reinforce existing biases. Furthermore, it explores the role of advertisers in leveraging these stereotypes to connect with audiences and deliver their messages more effectively. The report references scholarly articles to support its claims, emphasizing the pervasive nature of gender discrimination in advertising practices.

Running head: MEDIA COMMUNICATION
Media Communication
Student Name
University name
Author Note

MEDIA COMMUNICATION
We live in a world which is controlled by the mass media. Information are broadcasted
through various form of entertainment and reach the millions of viewers fast. The gender
stereotyping is evident in advertising as a persuasion technique. It is natural practice of humans
to organize knowledge through the information they gather from his surroundings. The human
cognitive scheme is developed by perceiving certain representations of reality that is present in
the social environment (Greenfield, 2014). The refusal of stereotype is generally considered as
exception 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. The
professional 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 the
female is the secretary and objectified. The plant objectifies with lustful manner and the men
cheer in joy. The society is used to this practice of work place gender discrimination therefore
the advertisers used this to connect to their audiences. TV advertisements present women either
in the role of housewife or as a sex object. In this M1 You deserve better ad the woman is
outside 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 frame
their gender identity. The entire advertisement is from male’s gaze and the woman is just like a
decoration piece. The advertisement primarily aims the male viewers and therefore the ad
demonstrates the recipient’s reflection. The presence of the woman in this ad is weaker than the
man and serves nothing than evoking an erotic sphere. The advertisement wouldn’t have lost its
message without the woman but adding her in the scenario adds the desire quotient and the
advertisers message gets delivered to its viewers more effectively.

MEDIA COMMUNICATION

MEDIA COMMUNICATION
Reference
Anand, M., & Tyagi, V. (2017). Advertising: Boon or Curse for Women. International Journal
of Research in Economics and Social Sciences, 7(3), 116-124.
Greenfield, P. M. (2014). Mind and media: The effects of television, video games, and
computers. Psychology Press.
M1 You Deserve Better. (2008). YouTube. Retrieved 16 October 2017, from
https://www.youtube.com/watch?v=cJ0ykYYIy30