Gender Codes In Advertising Analysis

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Gender codes are the behaviors and acts the society establish as an appropriate for male and female. Yet in each society male and female expected to look, behave, and act differently each gender should play a specific role to be defined as a male or female. There are many different images the gender codes take, like when we talk about appearance we can say that muscularity is associated with men and femininity is associated with women. Another gender code is the occupation of the female and the male. For example, there are some occupations known to be suited for women and others are suited for men. Like nurse, social worker, and childcare attendant mostly for women, and engineering, aviation, and construction workers is for men. The last thing I would like to mention is the personality. Men are expected to be self-confident, Powerful, and aggressive. In contrast, women are expected to be passive, submissive, and defenseless. …show more content…

I see how the advertisements portrayed the woman as a submissive, powerless, passive, and defenseless. In the other hand. The man is strong, powerful, and always in control. The advertisements are enforcing the codes of gender by showing how women and men should stand, what they need to wear, and how they need to look. Even when it comes to women athlete they make to appear in the formal image they create for women. Yet still the advertisements are reflection of the society, as it said in the business word the client is the king, wish mean if the society change the gender codes it will appeared in the advertisement as the business follow the desire of the

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