Sexism in product advertising
We've come a long way in the struggle for equal rights and treatment for men and women. However, the media and advertisements reveal that there is still headway to be made. See the ads below for examples of how common gender roles and stereotypes are reinforced.
Fit Light Yogurt
The text at the bottom of this ad says, "Forget about it. Men's preference will never change. Fit Light Yogurt." Basically, this ad is saying that if you want to be with a man and/or have a relationship, women need to look good and be thin. Even though the woman in this ad looks happy and even fun-loving, the ad is saying that that's not good enough. This is clearly referring to the famous image of the thinner Marilyn Monroe. Can you imagine how it must feel if you are a fuller woman and you see this ad? How demeaning and superficial.
St. Pauli Girl Beer
This ad to me has some very strong ideas of what the role a woman should play in a family. The woman here is shown in physical contact with the children, displaying a more nurturing side to her while the male is in the back. Her white dress represents to me her innocence and femininity; of course the little girl is in a dress as well. American Living is a pretty expensive brand, so it's basically saying that the American family is white, well-to-do, and has two kids, a dog, and an American flag in the back of the truck.
"You never forget your first girl."
That's what the text at the bottom of this beer ad says. The ad directly compares women to an alcoholic beverage... and it refers to sexual conquest as well. It's not like it's talking about a man being with one girl, but it says "first girl," meaning that there likely have been others since. The woman is faceless in this ad, probably because the face doesn't really matter; however, the ad is sure to include the low cut of her short dress.
The text here says, "What you call gossip we call fact-finding." The creators of this ad believe that women don't talking about important things when they are together; while men might "fact-find" as scientists or other such workers, women smoke and chat about other people. This trivializes the woman's brain and accomplishments, making them seem inferior to men.
This ad above is one of the most disturbing... it looks like a gang rape! The attractive woman is pinned down in a suggestive pose while three other men look on. The woman is in a very vulnerable and powerless position compared to the men, but all that the company seems to care about is that everyone supposedly looks good. Men apparently like their women docile, and women should like it too.
Carl's Jr. Ad
Whether it's Paris Hilton trying to look sexy with a burger, women dressing up for a date because they're supposedly always more romantic than their boyfriends, or some guy who can't cook, Carl's Junior definitely advertises social norms. After all, with them, some guys would starve.
How many commercials have you seen for household products in which men were using them? I always see women scrubbing the windows and bathrooms, cleaning the kitchen floors, or using detergent and bleach. Men usually don't know anything about cleaning or chores around the house. What does this say about men's responsibilities at home?
- Does Sexism Still Reign In TV Advertising ? | The Moderate Voice
For many years television advertising was plagued by what we today consider to be ridiculous stereotyping with a woman portrayed as pretty much a subservient
- Racism and Sexism in Advertising
- Sexism In Advertising 2007
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