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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 his article, “Men’s Men and Women’s Women,” Steve Craig describes how sellers differentiate and analyze sex by trying to use the buyers’ fantasies to match the expectations of ones’ age and sex which allows them to use their marketing funds more efficiently. According to Craig, we are living in a patriarchal society, where the man are the ones placing these advisements in society and creating trends. His analysis of four distinctive television advertisements is going to still try to largely uphold a patriarchal social structure. Although, on the surface these advisements may appear to be empowering both genders, it is still copying culture’s ideology of gender. Craig contends that advisements portray men in a masculinist perspective by

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