U.'s Advertising Will Never Regulate Gender Stereotypes Summary

1198 Words3 Pages
bulb-icon

Recommended: Gender images presented in advertisements and how the advertisements reflect gender roles

Following an announcement made by the British Advertising Standards Authority (ASA) to take “a tougher line” on “ads that mocks people for not conforming to gender stereotypes”, Kristina Monllos attempts to analyze the American advertisement industry in her article "Why the U.s Ad Industry Will Never Regulate Gender Stereotypes". Although her article acknowledges the issue of gender clichés in advertisements, Monllos and her sources concludes, that even without a regulatory body, U.S.A has reached a same goal as U.K in terms of addressing the gender stereotypes. Rather than regulating a creative industry, she insists that it is a responsibility of the brands themselves to avoid stereotyping in their advertisement. On top of that, she also implies …show more content…

Furthermore, she suggests that brands and agencies just need to be more diverse and creative in their decision making (Monllos). However, she doesn’t mention that such kind of shift doesn’t occur automatically. With the rapid growth in media outlets (including social media), a rigid regulatory body is even more necessary than any time in history. Therefore, agencies like ASA is required to create a smooth transition of the advertisement industry into modern, more equal and civilized society. Just by having a creative and diverse Ad maker doesn’t make any differences. It is a known fact that Ad makers work on the request of Brands. In such relation Ad agencies can’t and won’t decline the request from a million-dollar client. Therefore “creative and diverse” minds in Ad industry can’t use their talent even they wish to. I am not saying that, brands intentionally use gender serotypes in their advertisement (hopefully not; however, having a regulatory body as ASA is likely reduce gender, sexual and racial stereotypes in a significant way, since it will set up a moral and legal guidelines to create

Show More
Related

  • What We Are To Consumers By James Twitchell Summary

    1051 Words  | 3 Pages

    American’s and people in general are an audience targeted for various commodities, advertising being a major contributor. The world of advertising has become a multiplex science, as mentioned in “What We Are to advertisers,” Twitchell divides consumers into 8 categories and Craig, in “Men’s Men and Women’s Women,” concludes there are specific times of day for advertisements to be displayed to reach specific audiences. “Mass production means mass marketing, and mass marketing means the creation of mass stereotypes,” claims Twitchell. These stereotypes of men, women, and humans in general are how advertiser’s reach their targeted audiences.

    Read More

  • Rhetorical Analysis Of Men's Women By Steve Craig

    1401 Words  | 3 Pages

    Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]

    Read More

  • Mens Men And Women's Women By Steve Craig

    1526 Words  | 4 Pages

    Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.

    Read More

  • Analysis of the Documentary: Killing Us Softly 4 and the Role of Women in Advertising

    533 Words  | 2 Pages

    The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...

    Read More

  • Changes of Women’s Roles in Advertising from 1900’s and 1920’s

    1300 Words  | 3 Pages

    Advertising, whether criticized or celebrated, is undeniably a strong force in American society. Portrayals and Images of women have long been used to sell in published advertisements. However, how they have been used has changed enormously throughout the decades. Women have fought to find a lasting and prominent position in their society. Only in the span of twenty years, between 1900’s and 1920’s, the roles of women changed dramatically here in United States.

    Read More

  • The Oppression of Females in Advertising

    3007 Words  | 7 Pages

    Our society is a complex collection of institutions, status, roles, values, and norms, and the best way to understand and learn about them is through the use of cultural artifacts. These can be anything from music to art to literature, or as in the example of this discussion, the modern day creation of advertisement as seen in women's magazines. As Homo Sapiens moved from the hunter - gatherer way of life to industrial society , it was necessary to construct a framework for living so that such a concentrated number of people could exist together. This framework as come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions. Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis. These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation. The main examples are: the family, education, health and medicine, religion, and the law. I have found that certain mediums reflect the expected roles in these institutions better than others. I originally focused on gender roles as a depiction of stereotypical behavior as reflected by advertising especially the portrayal of women, but I discovered that there were other stereotypes being perpetuated as well that were just as institutionalized if not just simply less noticed or studied. Therefore, although this argument will focus on the depiction of females and the female role in advertising. It will also mention the general use of American values , norms, and institutions to influence consumers.

    Read More

  • Pink Stilettos: Balancing Femininity and Independence

    1171 Words  | 3 Pages

    Some staunch opponents of gender roles might claim that her more feminine traits are a result of gendered advertising and thus are negative and hindering progress. Yet by making such a statement, they fail to recognize the great leaps in progress society has made in reducing the importance of adhering to one’s assigned role. Gender roles have existed since the dawn of human civilization, and though recent advertising trends have increased their prevalence in society, they are less influential now than at any point in human history.

    Read More

  • Gender Stereotypes in Advertising: A Critical Analysis

    1091 Words  | 3 Pages

    The problem with the imagine of the way gender is made this day and age is that females and males aren 't equal. Some people say that is because of what it says in the bible about a female being made from one of a man 's ribs and some men think that makes them better than females because they help make us with one of their bones. Along with some other men think that women need to barefoot and pregnant in the kitchen. In advertising men and women are often represented differently. Men are often shown alert and aware of their surroundings, standing upright, eye open looking around, not moving a muscle, a firm or mean or serious look on their faces, gripping things tightly in their hands, hands in pockets, serious and

    Read More

  • Sexism In Advertising

    1451 Words  | 3 Pages

    Our world has progressed an enormous amount in the past few centuries. And even today, in our modern era, we are bigger and smarter, but our thinking has not changed. Women have been restricted from many opportunitIes in the past. We as women are still being criticised and objectified, which is disgraceful and sickening because we are constantly told “close your legs when you sit” or “don’t do that it’s not lady-like”. This is portrayed in advertising that basically makes a mockery of our freedom. And we ask ourselves, where did the idea of sexism and gender inequality emerge from? Religion. It is the root of sexism and gender inequality which has been practiced for over two thousand years. It is presented through the use of advertising,

    Read More

  • Research Project: Women In Advertisements

    2295 Words  | 5 Pages

    ...der stereotyping in advertising, the affects are still a big problem. Media images of women have had a big part in contributing to women’s “second-class status in society” . The media has limited their contribution to both wider issues like democratic discussions and their roles in their personal lives. Although there have been distinctions made between sex and gender, the media is responsible in part for putting men and women into separate gender roles based on their sex . Women have been culturally conditioned to be the weaker, submissive sex and the use of stereotyping women in advertisements has validated those gender roles within society. And although these stereotypes are conditioned from more than just the media, changing the way women are portrayed in magazine advertisements could potentially make a big difference in the way women are viewed in society.

    Read More

  • The Effect of Advertising on Women's Body Image

    1387 Words  | 3 Pages

    middle of paper ... ... “Three in four Americans (76 percent) say that a woman's appearance on the job is likely to affect whether she is taken seriously. Eighty-four percent of women and 68 percent of men agree with that statement”. To sum up, it is often said that advertising is shaping women gender identity, and some have argued that the statement is true, because of the higher amount of sexual references of women that advertisements show and the damage that occurs to women’s personality and the public negative opinions of those women.

    Read More

  • The Objectification of Women in Advertisements

    1050 Words  | 3 Pages

    The objectification of women is a huge issue in society and is often led by advertising. However, many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive, but rather very funny or sexy. However, how would they feel if it were their daughter or sister being advertised throughout the world as a sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.

    Read More

  • An Analysis Of Calvin Klein's Advertising In American Culture

    1398 Words  | 3 Pages

    Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.

    Read More

  • Essay On Gender Roles In Advertising

    2223 Words  | 5 Pages

    Advertising surrounds the world every second of the day. This form of influence has had the power to influence how society views gender roles ever since men and women began to appear in advertisements. Through the exposure to many different gender portrayals in advertising, gender roles become developed by society. This stems from how men and women are depicted, which forms stereotypes regarding the individual roles of men and women. People often shift their definition of an ideal image towards what they see in advertisements. From this, they tend to make comparisons between themselves and the advertisement models. Advertisements tend to be brief, but impactful. The different portrayals of men and women in advertising show that advertisements

    Read More

  • Analysis of Susan Bordo´s Beauty (Re)discovers the Male Body

    1623 Words  | 4 Pages

    In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.

    Read More

More about U.'s Advertising Will Never Regulate Gender Stereotypes Summary

Open Document