Social Construction Of Gender Stereotypes

Social Construction

Throughout the years, several commercials and advertisements are seen to be communicating stereotypes regarding to gender. Perhaps these companies did not aim to portray these norms of gender. According to The Guardian, there are some companies such as Always and Burger King who are trying to shatter those gender stereotypes. Some of the stereotypes being displayed of what it is to be feminine such as being dependent to men, submissive, home-oriented, and sensitive. Women are not the only ones who suffer from these stereotypes within the media however so do men. A few of the stereotypes seen in commercials regarding to men’s masculinity being seen as aggressive, dominant, tough, and unemotional. One may think, these stereotypes

For men, this commercial is sexist towards them. It is sexist because it portrays the stereotype that men are aggressive and violent. Men are identified to be violent and that they will “fight for it, battle for it, and even die for it” but it is a characteristic that is not true for all. This is a characteristic that is unjustified to the men who do not fit within this trait, who are not aggressive. This shows that today’s society are still viewing and identifying men’s masculinity to fit those characteristics mentioned in order to fit the gender norm. In the case of women, the label being shown is that women are dependent to men. For example, during the part in which the two men who were fighting, shows that women are seen in need of the help or protection of men. It can also be viewed that the women in the commercial did not have the abilities such as fighting back and the strength to do so. One may interpret this perspective of women today of being a victim or seen as a damsel in distress as well as not capable of standing up for themselves without depending on the help of a man. As for comparing to men, they are viewed as being strong and independent, not needing the help of anyone else. That is represented by the fight, the men do not have someone else for protection Women are never seen to be the hero, because of these

This is shown by the fight, the fighters and warriors are men. Women are not being shown to be strong or independent. Given that the commercial also expresses gender by the physical looks. Good looks are a characteristic that is shown in women throughout the media. The features of “good looks” being shown in the Summer’s Eve commercial are the ideal body image is being skinny. Every woman that was shown indeed fit that feature, but the fact that not every woman is skinny or want to fit that trait. This stereotype has been around but some companies are trying to break that by using woman of different body types. Summer Eve did a good job on having a diversity in women but not by the images. Another feature is women were expressed by the clothing, hair, and make up. The stereotype of being feminine is by needing to fit the idea of beauty. That is said, having the hair looking flawless, that was shown with the shiny hair, the curly hair shown by some of the women in the commercial. It is also shown by the fashion, which is the dresses being worn. Also for makeup it is seen that every woman is wearing makeup, which is a feature of being feminine. The commercial also expresses being masculine meaning having to be in shape. This is shown with the men fighting, they are shown being muscular and having