Gender role stereotyping in advertising2
Gender stereotypes in advertising : Always “Like a Girl”
This essay will discuss the use of stereotyping in advertising. Stereotyping in advertising is defined as a representation of a cultural group that emphasises an attribute or a class of people as they have a certain way of doing things, which may or may not accurately reflect reality (e.g. blondes are senseless, Italians are attractive). Stereotyping sometimes can be viewed as an advantage, for example, how athletes are fit, this type of stereotyping encourages society, creating an understood symbolic meaning. Stereotyping can also be seen as a disadvantage, as a characteristic can be viewed as a negative, which creates a misrepresentation of a specific group or trait. (Moriarty & Mitchell, 2011). Studies have said that the general problem with material that is stereotyped is usually just assumed about something such as ethnic and racial groups. These assumptions and beliefs have created a split between cognitive psychology and the stereotyping literature, suggesting a contract that may not be able to be justified (Shelley E. Taylor, 1978). There are many ways in which stereotyping in advertising is used and is written about, but this essay will focus one just one area of stereotyping in advertising which is how people get socialized to the role of gender stereotyping in advertising. Gender role stereotyping in advertising
Types of Stereotyping in Advertising by Chris Joseph
One of the most common negative stereotyping in advertising issues which are highly focused on these days in the society is the roles of gender. Television advertisements have the greatest impact on influencing gender identity in the form of having woman and men played as characters in commercials (Moriarty & Mitchell, 2011).The most common concern in gender roles is the role that is given to females stereotypically when advertising. Woman are advertised in images which give them the character of being less important or less valuable in society compared to men it is how woman are socially perceived. The role of gender is a very effective issue as it influences the stereotyping advertisement to be more influenced by children as they learn about masculine and feminine traits at a very early age. Gender role socialization process involves family experience, cultural condition and education. This process assists in achieving knowledge through thought, experience, and the senses and helps to create social reality, as well as impose male and female differences on every aspect of human experience. The aspects are from methods of dress and social roles to ways of communicating emotion and sexual needs. (Lafky & Steinmaus, 1996)
Social Learning Theory In 1977, Albert Bandura stated that behavior is learned from the environment through observational learning. Children observe the people, or models, around them behaving in various ways, and these models provide feminine and masculine behaviors that the children can encode and imitate. There are a number of processes that make it more likely that a child will reproduce the behavior that its society deems appropriate for its sex. Gender stereotypes in advertising on children's television in the 1990s: a cross-national analysis A study by Brown in 1998 showed that: "Boys appeared in greater numbers, assumed more dominant roles, and were more active and aggressive than girls."That website, of course, is just a collection of examples. Are there data that speak to this issue of stereotype presentation in advertising? There sure are!