Gender Advertisements

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Gender Advertisements
Gender Advertisements can be described as images used in ads that describe the stereotypical gender displays and roles. Gender displays are mainly used in the ads to set up the task of one gender compared to the other. Gender advertisements guide behavior, thinking, and acting as individuals embrace ideas through visuals. The motives on how to behave, feel, dress, look, and our interaction with other women and men are the basis of the culture we practice.
Men and women in the gender ads are portrayed in ways which prolong limiting, unrealistic and stereotypical perceptions. There are decorative portrayals whereby beautiful bodies and faces have been used. However, women have been portrayed more than men in the decorative roles which do not give realistic depiction concerning the role of female gender. Media has reinforced several characterizations of masculinity whereby men are portrayed as independent, tough, sexually aggressive, unafraid, hard, and no feminism in them. Rarely are men presented when cooking, house making, and when caring for other people which creates the stereotype that men are usually uninvolved in the care for family life (Barthel-Bouchier, 10). Also, women images in the media tend to create stereotypes that are far from reality. Women are presented as thinner and younger than men in the whole population, and many as dependent on men and passive.
About the types of portrayals discussed above, it has consequences.

Gender ads that focus mainly on external beauty tend to send an inappropriate message that one’s appearance is the one aspect that is considered by the society which can result in issues with self-esteem and body image (Barthel-Bouchier, 11). Also, dissatisfaction is experienced by women concerning their body shapes after looking at the ads in the magazines. The gender ads images have effects on our perception of gender regarding societal roles whereby female adverts focusing on women result in women being eliminated from many life activities outside the home. Similarly, the ads influence individuals to believe in men being exempted from roles centered on the house. Both the white and the people of color have been portrayed in the gender ads. The depiction of race creates conception about others and self and is also the reason for the creation of stereotypes which linger throughout a lifetime.
In conclusion, the society has associated specific behaviors and implied responsibilities with particular genders. The stereotypes created by the community have been deepened by the gender characterization as seen in the advertisements.

Work Cited
Barthel-Bouchier, Diane L. Putting on Appearances: Gender and Advertising. Philadelphia:
Temple University Press, 1988. Print