Sexual Stereotyping in Advertising
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This paper uses a car advertisement adapted for a male magazine and a female magazine to illustrate that the advertising industry engages in sexual stereotyping to not only sell products, but to also reinforce attitudes supporting gender inequality. The paper discusses why the advertisement from the women's magazine shows a view from the passenger seat, while the same advertisement in the men's magazine has a view of the driver's seat, and examines the work of critics and scholars on the subject of sexual stereotyping. The paper looks at the reflection hypothesis and the idea of symbolic annihilation and shows how the car advertisements seems to fall into both categories. The paper emphasizes that the media encourages readers and viewers to engage in sexual stereotyping by defining what lifestyles and behaviors are "male" and what others are "better suited" for women.
From the Paper:"In today's society, there is no doubt what each image in the different advertisement symbolizes. The passenger seat view represents where the woman is automatically relegated in a car (and in life) and that she is not in charge of the drive, but rather she must sit by and watch. It is therefore "fitting" for an advertisement structured as such to be placed in a woman's magazine. However, the driver's seat represents freedom and control of the car (and one's life) and that society has no question that a man is the only person appropriate for taking control in that way by being in the driver's seat. Overall, there is no question that the image of the car and driving also serves as a metaphor for life itself.
"In order to better understand the car advertisement example from these two related but different magazines, it is important to examine the work of critics and scholars on the subject of sexual-stereotyping. Critics and academics alike note that "women's magazines focus on the 'domestic' pursuits--marriage, child rearing, and the like--while not encouraging education, training, and other choices that tend to bring individuals into positions of power, authority, and independence (Tuchman, 150)."
Sample of Sources Used:
- Davis, M. "The Ladies Home Journal and Esquire: A comparison," 1976.
- McCracken, Ellen. Decoding women's magazines. From Mademoiselle to Ms. London: The Macmillan Press LTD, 1993.
- Tuchman, Gaye. "The Symbolic Annihilation of Women by the Mass Media." Culture and Politics: A Reader, Ed. Lane Crothers and Charles Lockhart. New York: St. Martin's Press, 2000. 150-174.
Cite this Analytical Essay:
Sexual Stereotyping in Advertising (2013, March 15) Retrieved December 02, 2020, from https://www.academon.com/analytical-essay/sexual-stereotyping-in-advertising-152541/
"Sexual Stereotyping in Advertising" 15 March 2013. Web. 02 December. 2020. <https://www.academon.com/analytical-essay/sexual-stereotyping-in-advertising-152541/>