Sexism in Advertising

Paper Summary:

This essay considers whether gender-biased advertisements are a reflection of the social status quo or whether they are actually creating the basis for sexist stereotyping in our society. To consider this topic further, the paper explains that it must be examined from a cause and effect point of view and then attempts to shed some light as to the reasons, both implicit and explicitly, why advertisements rely so heavily on sexist, gender-biased images to sell products. The paper concludes with the finding that mass media can definitely propagate sexual stereotypes as well as perpetuate existing ones.

From the Paper:

"Advertisements typically emphasize the use of cosmetics and household wares by women while girls are portrayed playing with dolls and domestic appliances. Boys on the other hand are pictured playing with vehicles and games of war and competition, while men are associated with cars and sports. This in turn creates the impression of women as emotional and dependent and men as aggressive, dominant and independent. (footnote 1) In an advertisement for Nautica, we see two men playing football, a sport associated with masculinity, while wearing the Nautica line of clothing and accessories (Vanity Fair 38-39). If one is careful in observing the ad, the models can be seen wearing watches while playing."

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