Gender and Advertising

A detailed Summary of Gender and Advertising


It is quite evident that gender, sexuality and advertising are all directly linked with one another. The construction of gender, which is where a girl learns to be a girl and where a boy learns to be a boy depending on what society has taught us about each of the genders is concurrent with the construction of the consumer, which is what a female should be wanting to buy to increase her femininity and what a male should be wanting to buy to increase his masculinity. This is one of the main reasons for advertising and gender to be so closely linked to one another. In society there are many ways to identify with being male or female. One way we identify with being part of the two genders is through materialistic items. We buy what society has taught us will make us a man or a woman.

In advertising they are constantly communicating through gender messages to sell their product. The product can be as feminine as a woman's bra or as masculine as mans underwear or something so neutral (meaning either gender can benefit from the product) like cigarettes or alcohol but the advertisers always use gender messages to identify with their target audience. It is easy to use gender to sell products because for some


The entire message of this ad is based on gender stereotype and exaggeration. It's saying that a good wife will have everything perfect and clean including all those dishes. It takes the idea that we learned from the video "Killing Me Softly" that all elder woman featured in ads are psychotic, neat freak housewives and that if they can't do something right or perfect (like cleaning dishes) they will feel guilty and inadequate. The advertisers are using the detergent to say no female will ever have to feel guilt because your dishes will be spotless and all you have to do is stick them in the dishwasher. The detergent will make woman's hardest task that much easier.



Some common words found in the essay are:
Killing Softly, Gender Advertising, Barrie Thornes, Feminine Personality, Feminist Frontiers-Thorne-Article, Frontiers-Chodorow- Article, appeal specifically, killing softly, specifically towards, appeal specifically towards, gender-related benefits, Nancy Chodorow, Lives-Messner- Article, gender-related benefits ad, girls developing roots, girls developing, developing roots, dishes easier, washing dishes easier, buy increase, washing dishes, specifically towards females, ad relies,

Approximate Word count = 1007
Approximate Pages = 4 (250 words per page double spaced)

Category: Miscellaneous

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