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Gender Essentialism In Advertising

714 Words3 Pages

Gender essentialism is stereotyping genders having this believe that boys and girls are a certain way. For example, the belief that boys are supposed to like guns, cars and violence. While girls are supposed to like dolls, makeup and pink. We can think of gender essentialism like having two boxes and being constraint to one because there is no in between. For example, in commercials we always see the pretty girl with a perfect body acting a seductive while commercials targeted to men most of the times the guy is driving s sport car and is shirtless and has the body to go with it. Moreover, the marketing business uses light passionate colors like red and pink for women and darker colors for men to give off a manly vibe. These strategies are really important to get the …show more content…

In this ad, we see how an older brother is entitled to show dominance over his younger sibling. We see the younger brother playing video games then the older brother is demonstrated to always tease his younger brother and is never truly seen being nice to him. However, when the younger brother is being bullied he steps in and defends him, the motto of this ad is being there when it matters only when his brother id getting bullied he goes to help him, the older brother also uses that opportunity to tease his younger brother when he’s drinking the coke. This shows how men are raised to not show feelings or comfort one another since it’s not common amongst men. Since they are men they are not supposed to show a soft side to one another. This relates to gender essentialism since men are seen as the tough alpha males who are not usually soft hearted, and therefore shouldn’t be expected to show this side of them. These commercials are a great example of gender essentialism in marketing. Marketing strategies revolve around targeting the majority by using gender essentialism. It categorizes both men and women into their respective boxes and forces them to conform to these norms. By doing this they

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In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.

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Gender stereotyping continues to boom in society today. The advertising and media world play a chief part in perpetuating the nature behind gender roles and it is society as a whole who choose to receive it as a norm. A wide scope of portrayals of men and women exists in advertising, however masculine imagery traditionally depicts athleticism, strength, activity and competitiveness whereas feminine images suggest submissiveness, beauty, dependency and sensitivity. The Britax Decathlon’s car seat advertisement and the Californian beach-estate property advertisement both exemplify the stereotyped representation of gender roles in society: the female toddler dresses up in pink, is only concerned with her accessories and plays inside, where as

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As well as feeding off of the sources and material presented earlier in this paper, the analysis to come will also use Erving Goffman 's categorisation of gender to analyse how the women (and some men) are depicted on the front covers of Playboy and Good Housekeeping within said timeframe. In his study Gender Advertisements (Goffman, 1985), Goffman gathered hundreds of advertisements from magazines in various positions and poses and analysed poses and how they portrayed masculinity versus femininity. His way of analysing advertisement differentiates itself and makes a broader distinction of what is considered sexist or not, by showing much like the Heterosexual Script earlier on in the paper, what was considered appropriate roles for men and women. In Goffman 's ' analysis of advertisements, he suggests several variables used when analysing a depiction of both men and women.

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