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What Is Gender Stereotypes In Advertising?

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Introduction

Media is an important area of study since it has the power to represent what is socially acceptable’ (Carter & Steiner 2004). Media content influences the way we perceive reality and also contributes to transmitting shaping gender roles. Despite their crucial role in our modern high-tech society, men are not represented in the media according to their number, to their social involvement, to their real life. There is a gap between what the reality of men’s and women’s lives in Pakistan and how they appear in and through the media.

The aim of this study is to contribute to the existing body of research about gender stereotypes in advertising in Pakistani media by examining men’s portrayal in electronic advertisements. As “Gender …show more content…

TV, as a traditional competitive battlefield for brands, offers engagement, impact through sound, pictures and motion, the ability to reach all target groups quickly, and 'talkability ' (Green, 2014) (Cools, 2014). In fact, the digitalisation of TV has had little effect on consumers’ preference to view live television, according to a study by the BBC (Green, 2014).
Consumers plan and live their lives around TV schedule structures such as the news or major programming events like matches, season openers and the like. Therefore, the participation of consumers in live television viewing is still an important part of our cultural mindset.
TV offers the greatest possibility for creative advertising. With a camera, you can take your audience anywhere, and show them almost anything. The power of television is in its ability to simultaneously appeal not only to sight and hearing, but to strengthen interest through the dimensions of movement and the realism of full color. It is comprised of pictures and words, but of the two, the pictures are infinitely more …show more content…

Since they see how it works and how it is packaged, every time they see it they will be psychologically reminded of their desire to have it. Advertising itself has been around for many years now, in various forms. When people think of advertising, however, television is the primary medium recalled (JinLutz, 2013).
Over the years, television has gained tremendous power to alter cultures prevalent in societies hence; the images depicted advertisement also influences the viewer’s mindset. Even if advertisers decide to run ads over other media, such as in magazines, or on the radio, television ads may be the most powerful in reaching and influencing consumeperceptions (Jin & Lutz, 2013).
As we all know that the media of today which includes advertisements is a powerful way of influencing the perceptions of people which can then be used for positive or negative changes in the society. Media has played a huge role in building up various stereotypes in our society. As defined by Wikipedia, a stereotype is defined as a commonly held public belief about specific social groups, or types of

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