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How advertisements impact gender roles
Sexism in american advertising
How advertisements impact gender roles
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The speaker is a handsome, ripped, shirtless man and he compares his physique to the husbands of the wives that are watching the commercial. Old spice is a body wash and it uses this image of an ideal man to gain credibility for itself.
Back when Old Spice was first introduced, the advertisements were simple. Persuasive techniques in the advertisements were ethos and some overstatements pieces. The main task for Old Spice was too put their name out there and lure men between ages twenty-five to fifty-four to buy their products. A handsome man was used as an ethical figure for their product and by using false cause and over
Men want women to find them attractive, and women want to make their men more attractive and the commercial is basically saying that men who uses Old Spice will become more attractive to women because of the positive images that were portrayed. The tone of the narrators voice and the speed of his argument also makes the product seem to be more urgent. What makes this commercial effective is that it uses emotions. Basically telling the view that they can become more attractive if they use the product. Not only that, it will enhance the viewers confidence because they see that a well-built man is using the product himself, and some viewers will just buy the product just because the well-built man is wearing it.
However, in “The Cissy”, gender is portrayed in more of constructivist way gender is based on dominant gender norms. Western social constructions of gender identity and gender roles parallel this binary division: females are socialized to be expressive (e.g., warm, emotional, and gentle) and have a ‘‘feminine’’ appearance (e.g., long hair, and big breasts), whereas males are socialized to be instrumental (e.g., aggressive, competitive, and dominant) and have a ‘‘masculine’’ appearance (e.g., muscular and rugged) (Spence & Buckner, 2000, p. 45). In this episode, Cartman decides to expresses his gender identity as female, by placing a pink bow on his head and referring to himself by the girl name of Erica instead of Eric. A bow is for girls, pink is regarded as a girly colour and Erica is a girl name, therefore by
Reality TV brings out the worst in people. The first reality series ever, The Real World, even includes the lines “...people stop being polite, and start getting real” in its opening title sequence. Producers edit and manipulate people’s actions to create drama and paint their casts in their worst light. A great number of reality shows “represent” certain demographics, such as young Italian-Americans on Jersey Shore or white, affluent teenagers on Laguna Beach. According to Media Ethics Magazine, one crucial component producers should uphold in reality television ethics is that the stars “be treated in a fair and responsible manner” (Crew).
With Canada and it’s population of approximately 35 millions inhabitants, In todays day there will definitely be racism present regarding Islamophobia. Canada being a free country, isn’t giving equal living rights to the women who wear a head gear in regards to their religion. In the present day Muslim women wear hijab and Niqab to cover themselves to respect their religion, and show their expression of their cultural identity. Muslims across Canada are free to practice their religion in which they choose.
Men generally advertise cars, cigarettes, business products or investments. They are usually middle-aged or older, playing autonomous roles, and mostly shown outdoors, at work or in a leisure environment. The most popular type that is widely used in commercials is “a real man”. In this category are included men that combine a good appearance with a successful career in their professional field. So, the man that is depicted in this type of commercials certainly is successful, professional, seducer and athletic, with a branded and very expensive car, and he also has a beautiful woman by his side.
Throughout society and literature, there are various gender roles that once established, they became a norm which led to many characters and views to blindly follow such roles. Despite that, there are people and authors alike who try to break down gender roles and try get others to rid themselves of traditional gender roles. One such author is Noelle Stevenson, the creator of the graphic novel Nimona, which follows the story of a supposed young girl who can shape shift while being the sidekick of the notorious villain Ballister Blackheart. Stevenson, though breaking away from the majority of gender norms, still purposely includes some inside of Nimona herself, such as the ‘damsel in distress’ trope. This is due to Stevenson attempting to show her readers that
Heightening Our Awareness of Gender Stereotypes by Phoebe Constaninou discusses the different ways there are gender bias in schools, specifically the gymnasium. When the topic “gender bias” comes up, most educators think it only affects females. While the Title IX helped make way for females, many thought it was not an issue anymore. Since more than forty percent of athletes are females and they did well on standardized tests, gender bias must be over. Constaninou identifies the different situations where gender bias is still pertinent, and not just for females.
Men and women differ in physical aspects as well as psychological aspects. An example of a physical aspect is the difference of the genitalia. Men have a penis as the main sexual characteristic while women have a vagina. As part of psychological differences men and women have for example different ways to be aggressive and to hurt someone else caused by aggression. Males are more physical aggressive.
I was born a female. Nobody in my life ever told me that I needed to like the color pink, want to go to dance class, or ask for dolls for my birthday. When I was in second grade, I went through a yearlong phase of only wearing my older brother’s hand-me-down clothes. My parents, teachers, and friends never told me I could not wear men’s clothes every day. Despite the fact that many of my female friends were showing up to school each day dressed in pink, girly, flower patterned dresses and skirts, I never felt out of place or in the wrong.
While flipping through the channels one day I happened to stumble across a documentary on the sex industry within America that really intrigued me. It did not fascinate me because it was a film on pornstars, but because it focused heavily on attempting to answer the question of “why” those women decided on that career path. Similar to all of the other documentaries I have watched in the past, it showed a lot of data and had personal interviews with some of the ladies, asking the very question of “why”. As expected, many of the women argued, that it was due to the fact that they had no father figure, others said it was a power issue, and one of the ladies shocked me with her response. She blamed her mother; growing up she said, her mother would
By saying things such as, “…if he stopped using lady scented body wash…” or “Anything is possible when your man smells like Old Spice and not like a lady.” As if there is something wrong with a man smelling like a woman; but what do woman smell like? Finally, the commercial uses imagers such as the Old Spice appearing from a hand full of diamonds to appeal to pathos and to make the audience associate Old Spice with luxury. This commercial does not appeal to logos as much as it does to pathos and ethos.
Besides Sidanius and Pratto (1999, as cited by Schneider, 2005) asserted that gender and age could brought power and status hierarchy as well as it is important in highly developed societies. Stereotypes in Gender Studies shows that when it comes to gender stereotyping the traits of men are favorable than the traits of women, furthermore men possesses more good traits than women (Schneider, 2005 as cited from Broverman, et al., 1968). Aside from that gender does not just define gender as its particulars, but they address which gender role should such gender would portray, and stereotypes are affected by these gender related roles (2005). According to Best, William and Briggs (1980, as cited by Schneider, 2005) traits of males such as strong and active where already persisted in culture, nevertheless, these stereotypes varies from culture to culture, still there are commonalities existing in such cultures (Schneider, 2005).
This study is trying to find out how Canton-pop act as a social mirror that portrays gender stereotype of women from its product through lyrics. But firstly we have to identify what is gender stereotype; ‘Gender’ is the process of dividing up people and behaviors by their reproductive biological or sexual identities (Chris Beasley, 2005) and stereotypes are the characteristics that widely shared by the general public or socially shared beliefs of what female and male should behave. (Greenwald & Banaji, 1995) It can be recreational, educational, social, emotional, therapeutic, and spiritual (Hays, Bright, & Minichiello, 2002).Identity formation is a key part of human development to set up beliefs, desires and ideas of distinguishing people from others. (Fearon, 1999) Generally gender stereotype has been diverging into two categories --- Feminist and Masculinity, which feminist mostly describes women and masculinity mostly describes men, but now there are more and more neutral stereotypes that available for both men and women.
