The Impact of Gender Stereotypes in Commercial Advertisements on Family Dynamics - Free Essay Example

Sample details Pages: 8 Words: 2510 Downloads: 9 Date added: 2019/02/15 Category Advertising Essay Level High school Tags: Family Essay Did you like this example? As each one of us enter this world, society likes to begin stamping gender roles on us the second we are removed from our mothers womb. Baby boys are swaddled into blue blankets and baby girls in pink respectively. As we grow, more gender stereotypes of how we are supposed to act are ingrained into our subconscious. Don’t waste time! Our writers will create an original "The Impact of Gender Stereotypes in Commercial Advertisements on Family Dynamics" essay for you Create order For example, little boys are told not to cry or show any emotion, while little girls are expected to be submissive and feminine. Our parents are the first persons we see and therefore whom we model ourselves after. It has been suggested that the media plays a powerful role in how we live, think, and behave. It could also be said that the media perpetuates gender stereotypes in how males and females are supposed to act regarding the typical family dynamic, or the â€Å"nuclear family.† There is always a father who is tall, handsome, and masculine, as well as a beautiful, slender, attractive mother and their two young children. History of Commercial Advertisement Advertising has greatly evolved from the printing press, to the commercials seen during the streaming of our favorite Hulu series. While sometimes being an annoyance to many, television commercials were the highlight of television with their comedic skits and catchy jingles. About thirteen years after the television was invented, the first legal commercial advertisement aired in 1941 before the Brooklyn Dodgers baseball game, lasting only 9 seconds (Luckin, 2013). This began the start of something new for advertising. Businesses now had the luxury of expanding their market by using commercials to advertise goods and services. Around this time, the middle to late twentieth century, the United States was recovering from World War II and the Cold War. Service men were finally returning home and settling down, initiating the baby boomer period. This influenced the advertisers to sell the American Dream, a significant theme in many television commercials advertisements. Producers addressed the needs of consumers. One must consider that advertisers plan out the entirety of commercials. The actors, the script and the setting have all been chosen by someone who believes what will be showcased will grab the attention of viewers, in efforts to persuade them to buy the product. Television in the twentieth century is not currently what is seen. Vintage commercials from the 1940’s to 1950’s were displayed in black and white. Looking at various commercials for Folgers, the actors are mostly white males and females aging from their late twenty’s to early forty’s, lacking in diversity. Majority of these advertisements all have similar storylines: a wife doing household chores or showing a husband going off to work. Commercial advertising in this time period is mostly selling household products, food and other domestic goods, alluding excellent cooking or cleaning to being an excellent housewife. Women are often presented as a product in a domestic environment or associated with a domestic product. One could infer that this theme presents itself as a type patriotism, perpetuating the idea that woman are serving the nation by serving their husbands. There is an unequal role of portrayal of women and men, conforming to common gender ster eotypes. The portrayal of men and women in these classic commercials create â€Å"belief systems [that] create normative expectations and influence individuals’ perceptions of both themselves and others† (Fowler Thomas, 2015). Minorities in Advertisements It has been suggested that representation in the media helps provide a positive image that affects the attitudes and perceptions of society. For minorities, it seems as though representation of Black or Latino families in television commercials has increased within the last several years. Most, if not all other minorities, are completely missing on television except for stereotypical roles. For example, African American men are often portrayed in stereotypical roles which include service providers and athletes, while Asian American men are typecasts in roles concerning technology or business positions. Although audiences may see positive racial representations, such as African American athletes, or successful Asian American business men, many viewers are unaware of the racial stereotype that is hiding behind such advertisements. These ads suggest that black men are only skilled in physical jobs because they the lack intellect required for business, where Asian American men are only skilled in educational positions because they lack physical coordination for sports. It is due to these types of commercials that stereotypes continue to remain a part of the commercial advertising industry today (Christine M. Rubie-Davies, 2013). Another reason that many minorities are virtually invisible in commercial advertisements is due largely to the gender stereotypes attached to their race. It has been suggested that, due to numerus reasons, racial minorities have been ignored in commercial advertising mainly because of stereotypes about certain stereotypes. According to a study done on magazines ads, both black men and Asian American women are always disproportionally represented in magazine ads versus television commercials. Some racial groups are viewed by society as more masculine whereas other groups are viewed as more feminine (Lay, 2017). The black community has been sadly underrepresented in the advertising industry leading many to believe that the black consumer’s opinion is not valued in today’s advertising market. A recent study concluded that less than six percent of advertising managers are black. (Franklin, 2014) In addition, gay and lesbians have attracted little interest from the advertising market as well. Studies have shown that gay and lesbian consumers are more attracted to commercial advertisements that positively represent other homosexual couples over heterosexual couples. Another study had shown that heterosexual audiences are more positively attracted to ads that show lesbian couples than ads that show gay couples (Oakenfull, 2007). Gender stereotypes in advertising are still common in many countries around the world. It has been suggested that consumer’s attitudes toward gender stereotyping in commercial may not be taken as seriously as many may think. Unfair portrayals of women in advertising has long been the discussion of many feminist groups, but many think that the unfair depiction of men is necessary to fully understand where these stereotypes come from (Zoto, 2016). Gender Stereotypes in Advertisement It has been found that for the past 50 years stereotyping in advertisements is typical, it is especially typical for genders to be stereotyped. Over time, the obviousness of these stereotypes has decreased, but they are still occurring in countries all over the world. There has also been an increase in understanding how to use social media to better reach specific demographics (Huhmann,2016). Research has shown patterns in types of stereotypes. Studies have shown that women are typically places in homemaker roles and seen in fewer professional roles. There is also an emphasis on women’s appearance when compared to males. Male figures are often shown as leader and breadwinners in the house hold. Studies have found, however, that there is a change happening where genders are becoming more equal over time, as women are seen in positions of power and men are shown as softer characters (Grau, 2016). The type of channel also plays a large role in the amount of stereotyping that occurs. A study found that both private channels as well as public channels included gender stereotyping, however they two varied somewhat in type. For both it was found that women were shown to be younger and portrayed in home/reliant roles. Whereas men were shown to be in the work place or as independent characters. It was also found that location and occupation-based stereotypes were more prevalent on public channels, and physical characteristics and behavior were more common on private channels (Grau, 2016). The use of social media has become an advantage as well as a disadvantage for advertisement industries. Using these internet-based platforms it is much easier to reach a target audience, however it is also easy to share said advertisement with the wrong audience. This can cause certain groups being offended or misinterpreting a product. For example, an ad may try to reach a young audience by using a popular rap song, but this same ad could be taken offensively by an older generation. These specific demographics may also cause variations of how much stereotyping is shown in each one (Huhmann, 2016) The role media production plays in society is varied greatly. There are two theories when it comes to explaining advertising strategy’s and the use of stereotypes. The first is the ‘Mirror’ point of view in which advertisements are simply showing society as it is. They project what they see society to be, without adjusting the roles. A study done on Chinese advertisements support this point of view. It was found in the Chinese ads, men and women were equal, and not many stereotypes were prevalent, as seen in their actual culture. The second point of view is the ‘Model’, this one suggests that society is shaped by the advertisements around it. It is also argued that rather than these being two separate items, that they are on one continuum. This resulting in the continuation of stereotypes in society (Grau, 2016). Advertising companies will use different methods of targeting specific audiences. This is especially true when targeting women. It was found that women make up most consumers, so it would make sense that companies pay special attention to how female react to advertisement. We see this in common in digital advertisements as well as physical displays in shopping malls. When it comes to displaying products companies will place promotions in a way that will influence women to buy more. For example, advertising professionals will place children’s clothes close to the women’s section, because most women will buy for their family primarily (Shkurkin, et al. 2017). A research article categorized women into 5 groups to explain some of the characteristics advertising professionals look out for. First is the ‘rich and beautiful’, this group is often young 18-25 with high level education, no job, and above average income. This group typically has wealthy providers which could be a husband/boyfriend or parental figure. Priorities here are the desire to appear wealthy and live lavishly, family is not seen to be important in this category. Next is the ‘Dray-horse’, this group is aged over 27 years old and makes average to below average income. In this group dreams are relatively small and achievable (for example go on a vacation, spend time with family, raise well-mannered children). Women’s role in this category is to have a small job and primarily take care of the family. Next, we see the ‘modern and business-minded woman’, this group of 25-40-year-old women are feminist minded, make average income, and are typically childless and single. Their goals are to gain higher positions in their job, and they have little to no time to shop. Fourth we see the ‘Intellectuals’, in this group women are aged over 20 years old. These women are typically married with children, and have jobs in teaching, engineering, and economics. Family is not a major focus, but the search for inner and outer harmony is a large priority. Lastly, we see the ‘Student’ category. This groups of 16-30 years old women often don’t have money to shop regularly but see malls as a place to hang out. Their ideals are to appear cool and unique but feel the desire to purchase expensive things. Using these categories adverting professionals target each demographic (Shkurkin, et al. 2017). Women’s stereotyping in advertising is often researched, but one that is sometimes forgotten is the impact of advertising on male gender roles. Males in advertising are usually depicted as non-feminine, heterosexual, and dominant. Their associations to family roles are shown as the breadwinner, moral guide, or a role model. It is rare to see a male being depicted as a child care giver or a stay at home character. These methods of advertising are based on the types of feedback advertising companies receive. Studies have found that more conservative demographics give most positive feedback to the ideology of women stays at home to do house duties and the male goes to work. Some traditionalists are accepting of an egalitarian relationship where couples work equally (Baxter, 2016.) A study in which traditionalists and less-traditionalists were shown two ads in which a child was being taken care of by a woman, and the other was a child being taken care of by a male. The researchers record the feedback in which this ad received, and it was found that most were accepting of both ads, but more traditionalist preferred the female version. It also showed that some participants didn’t see the male as the primary care giver, with comments suggesting that the father was giving the mother a break for a while. Others acknowledged the change in society and how fathers were shown in more feminine positions. This information shows some of the acceptances being made currently, but also highlights the still existing male gender stereotypes (Baxter, 2016.) Stereotypes based upon appearance also play a role in the way advertisements work. It is often found that beauty is associated with a positive life and or benefits in life. It was found the recognition of this concept starts as young as the age of 7 years old, at this stage of brain development children have higher levels of cognitive thought in which they can identify attractiveness and social associations of this. And at the age of 8 they can start to communicate a response towards these commercials (Vermeir Sompel, 2014). We see the concept of ‘beauty = happiness’ is shown in commercials, by using bright colors with high contrast as well as using attractive models. This concept is not implemented by advertisers alone but shown in any form of entertainment targeted towards children. For example, Disney movies often portray their hero using attractive characters or actors (Vermeir Sompel, 2014). A study shows that when children were shown 2 Wii commercials using ‘attractive’ models as well as ‘moderately attractive’ models the participants aged 8 years old associated the more attractive ones more positively. These participants describe the characters as ‘kind’ and ‘having more friends’. The same study was shown to 11-year-olds, but the results showed less bias for the attractive models. This is predicted to have occurred due to the high cognitive development and ability to better analyze the commercials (Vermeir Sompel, 2014). While a higher cognitive development can help people show less bias, commercials themselves can distract people and cause a cognitive interference. The effects of cognitive interference that are generated by such distractions extend well beyond the domain of judgment tasks (Miarmi DeBono 2007). This distraction cause people to use stereotypes present to help judge and understand their surroundings. â€Å"One advantage of a stereotype is that it enables us to respond rapidly to situations because we may have had a similar experience before.† When thought upon in terms of advertisement where information is presented and taken away at a rapid pace would explain why â€Å"communal female advertising characters are still being evaluated more favorably than agentic ones† (INFANGER, BOSAK, SCZESNY 2012). This is important as what is more favorable will be what is advertised in the future and what is advertised in the future will be what stereotypes are continued to future generations.

Civil Liberties And Civil Rights - 1773 Words

Throughout history, society has pushed the envelope with civil liberties and civil rights by tackling Supreme Court decisions. The attempts to manipulate civil rights and civil liberties occurred without a clear understanding of neither of the two. While civil rights and civil liberties regulate collective action, they differ by providing freedoms from the government and by providing freedoms to act; their shift in history has been denoted by racial and gender discrimination, nationalization, and rights of the accused. Civil liberties, as denoted in the Bill of Rights, had limited the government’s actions by providing â€Å"freedoms from† the government. Because the government could not take away the people’s rights, the Bill of Rights listed â€Å"thou shalt nots,† which â€Å"limit[ed] its [the government’s] jurisdiction† (Lowi pg. 107). A famous substantive limitation, or a restriction against what Congress could do, was, and is, the estab lishment clause, or the separation between Church and State. As the first component of the First Amendment, the establishment clause impedes the government’s ability from establishing a national Church; consequently, due to religious persecution in England in the 1700’s, the establishment clause serves to protect the citizens from the possible tyranny of religion by permitting the accommodation of all religions through assistance and by not allowing the government to show â€Å"no favoritism†. Therefore, the United States refers to God on â€Å"U.S. currency†Show MoreRelatedCivil Liberties And Civil Rights1081 Words   |  5 Pages1 McGahey 3 Megan McGahey Sherry Sharifian GOVT 2305 71430 20 September 2017 Civil Liberties vs. Civil Rights In the U.S. most use the terms Civil Liberties and Civil Rights interchangeably; although they both protect the freedom of citizens they do this in different ways. 2 Civil Liberties are limitations placed on the government. These are things the government is restricted to do, by the constitution. Things that could interfere with personal freedom. 3 For example, the 1st amendment says thatRead MoreCivil Liberties And Civil Rights1083 Words   |  5 Pages2017 1 Civil Liberties vs. Civil Rights 2 Civil Liberties are basic rights and freedoms that we are guaranteed by the government. You can find them in the Bill of Rights and in the Constitution. 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Why i picked up a gun Free Essays

â€Å"Bad stress, good stress† In about 150 words The story is about stress. Stress has become a common word In the dally parlance, and that’s makes the present people to think they have stress Just by going to the mall or to have a hard day at work. But In the past you got stress by going to war or by pushing yourself to get through the day. We will write a custom essay sample on Why i picked up a gun or any similar topic only for you Order Now We hear about that the Government In 2004 announced that stress has cost the UK economy El 3. 5 billion, because of lost productivity and illness at work. Then we also hear about Dry Bond who means that people often says they are stressed, when the actually just are afraid of feeling afraid. But the good news is that it is possible to teach people to handle stress more effectively than it has been and the technique which comes from Clare Harris, a lecturer from the Praxis Centre for Developing Personal Effectiveness, can be adopted across the world. Give an outline for the various stress-related problems presented in the four texts. Test 1: Mind Body this week: Danger: stress at work Stress Is related directly with the need to hide emotions at work. Stress also affects teachers, because It Is them who have to control the children In the school. A high emotion work experience more stress than others. The most stressed group Is them who are thinking negative thoughts about the past. Test 2: Bad stress, good stress The stress problem comes because people have made the word become a common world in the daily parlance. Stress can also be related to the feeling of being afraid. Another effect could be that people are doing some ridiculous things, like punching the wall, drinking or attacking other people they know are weak like them self. Test 3: Stress relief Stress can take different forms. It’s not only the negative things in life, which can create stress. Being too busy can result in excessive surges of adrenaline In the body. To work too hard to get the chance to buy expensive thing, Is also a pressure. Test 4: Stress can be good for you but not for long Even small things can affect the stress level, for example the torture of commuting, frustrations with computers freezing in the worst moments. But a study claims that stress isn’t always bad for people. But permanent stress will be dangerous and it will effect the immune system also. Comment on the following statement: â€Å"If you want to live long and healthily, don’t settle into routines† Maybe the following statement means that routines can be bad for you, you might come In a bad routine, but not only that, but if you Just think in routines in general, then you might see that it is bad for you, because if you don’t follow your routine, it might stress you or you even get in bad mood, because you feel that you are missing something. But when you think by living healthy Is can be both good and bad with routines, because maybe you have a DOD routine by going to the gym and eat healthy, then It’s good for you, but at the other way, It also might be bad, because It can also effect you If you one day don’t have the time to go to the gym, then you might get In a bad mood or you can get In a bad routine and eat a lot of fat food and that can be very bad for you as well. Manage stress as a student. How to manage stress as a student? That’s the question many people have these days. As a student you can some very stressed days, maybe you have to be in school until late afternoon, or maybe you have a part time Job side the school, or you are living alone or maybe you Just like spending time with your friends. All these factors can affect your stress level, but the way you can manage this, is by going to school, then making your homework, and Just take it easy. Friends can you later at the day or in the weekend. It’s Just about taking it slow, do your thing in your own tempo and an important thing is priority. Most of it depends on how you priority your day and your things. Do the things that you and your body can manage, and don’t go under for the pressure that can occur in your daily life. Fight for the things you want. How to cite Why i picked up a gun, Papers

Poverty Essay Example For Students

Poverty: Essay The Greatest Challenge thatFaces Latin Americans Today-1-The greatest challenge that Latin America faces today is poverty. Latin America has the most unequal distribution of land wealth and incomein the world. Many of the regions governments are unrepresentative andmost are deeply in debt. Throughout most of Latin American, the countryis very wealthy, while an overwhelming majority of the population is verypoor. Some of the governments are truly in economic distress and areunable to help there impoverished millions. One of the things responsible for this poverty is the unevendistribution of land and wealth that persists in most Latin Americancountries today, which has caused Latin America to exhibit the highestindex of concentrated accumulation of rural property in the world. Lessthan one-half percent of the population in Latin America has too muchland, while more than half of the adult farmers in Latin America have noland at all. Most of countries have done little or nothing to chan ge theirsituations. The reforms that have been or are being attempted by thegovernment and the wealthy population have had no effect on changing theexisting distribution of agricultural. Most rural Latin Americans continuetosuffer from unemployment, low income, and a lack of education. -2-Production of food in Mexico has diminished causing food prices torise. The people of Mexico must import grains into the country in order tofeed itself. The rapid growth and transformation that has occurred over theyears has left the majority of the population in poverty. The country mustimport most of the food it consumes. The government and foreign policyhas encouraged farmers to grow export crops rather than the badly neededcorn and grains that the country needs to feed itself, while at the same timethese policies penalize the internal production of food. Unfortunately, theonly true beneficiaries of this foreign policy are the affluent one-third ofthepopulation. The remaining two-thirds of the population are forced to bearthe consequences. Poverty in Mexico has become a big problem. Forty percent of thosethat want to work in the Mexican province of Zacatecas are unemployedcausing them to migrate to other Mexican provinces or to the United States. Many migrate to Mexico City, where most of its residents live insubstandard housing and nearly half have no running water. The corruptionin the government allows the wealthy to buy there way around regulationsto improve the housing, while the poor are powerless and are left to sufferthe consequences. Some arrive in Mexico City and live in cardboard boxesand forage for food in the garbage dumps. For those employed, wages arelow and working conditions are bad. -3-Neza, Mexicos fourth largest city encounters similar problems. It is aslum without sewers, running water, paved roads or public telephones. Theunsanitary conditions of this city, due to lack of toilets and polluted air,gives rise to diseases. Diarrhea kills more people than cancer or heartattacks and most have no medica l coverage.The lack of public policy forthese people allows them to suffer this unpleasant fate. Most families leavethere rural farms because of lack of irrigation or other problems that makethem unable to sustain themselves. Their search for a better life in thecitiesleaves them only slightly more impoverished than before. For most, itdoesnt get any better. Another example of poverty in Latin America today can be seen inHonduras, where poverty has caused a famine that is threatening the lives ofmany Honduran families. Drought, population growth, and foreign policyare all contributors to the cause of the famine. The highest populationgrowth in the southern hemisphere can be found in Honduras.Theconsequences of the nations poverty has caused over fifty percent of thecountries four and a half million people to suffer from malnutrition. Thecountry is unable to even feed its children. The statistics of childmortalitydue to malnutrition is one out of seven.Many children die from suchsimple ailments as diarrhea or lung infections.-4-In Brazil the gap between the wealthiest and the poorest is worse thanIndia. Seventy percent of the wealth in Brazil is controlled by ten percentofthe population. The cities are filled with urban workers that have come tothe cities looking for a better life but finding poverty instead. Forexample,in the Brazilian c ity of San Paulo, one million of its seventeen millionpeople remain unemployed. Land is expensive, squatting is difficult andevictions are common. Furthermore, the problem of poverty in Brazil is so great that childlabor is completely excepted within the society. Workers are paid so littleand the standard of living is so high that in order for a family to survivethree people must be working. The parents of these children are unable tocomplain because most families would collapse without working children. Children are an indispensable part of the work force and they are paid one-third less than adult workers. The poverty that promotes this exploitation isnot limited to urban children many rural children are put to work in thefields at age ten. Parents even put their little girls out to begin a lifeprostitution as young as 12 years old. The poverty is so great in thiscountry that the morals of the society have excepted this abuse of theirnations children. .u415334eb972d3c1c6b1328f3b92a0095 , .u415334eb972d3c1c6b1328f3b92a0095 .postImageUrl , .u415334eb972d3c1c6b1328f3b92a0095 .centered-text-area { min-height: 80px; position: relative; } .u415334eb972d3c1c6b1328f3b92a0095 , .u415334eb972d3c1c6b1328f3b92a0095:hover , .u415334eb972d3c1c6b1328f3b92a0095:visited , .u415334eb972d3c1c6b1328f3b92a0095:active { border:0!important; } .u415334eb972d3c1c6b1328f3b92a0095 .clearfix:after { content: ""; display: table; clear: both; } .u415334eb972d3c1c6b1328f3b92a0095 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u415334eb972d3c1c6b1328f3b92a0095:active , .u415334eb972d3c1c6b1328f3b92a0095:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u415334eb972d3c1c6b1328f3b92a0095 .centered-text-area { width: 100%; position: relative ; } .u415334eb972d3c1c6b1328f3b92a0095 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u415334eb972d3c1c6b1328f3b92a0095 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u415334eb972d3c1c6b1328f3b92a0095 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u415334eb972d3c1c6b1328f3b92a0095:hover .ctaButton { background-color: #34495E!important; } .u415334eb972d3c1c6b1328f3b92a0095 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u415334eb972d3c1c6b1328f3b92a0095 .u415334eb972d3c1c6b1328f3b92a0095-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u415334eb972d3c1c6b1328f3b92a0095:after { content: ""; display: block; clear: both; } READ: The Vision And Mission Of Airasia Business Essay-5-Haiti is the poorest nation in Latin America. Four out of five Haitianssuffer from poverty, while another three out of five Haitians areunemployed and three out of four are illiterate. The population growth thatis occurring cannot be sustained by the countries eroded soil and deforestedlands. The weak economy has caused many Haitians to migrate into theDominican Republic where they are discriminated against and treated likeslaves. Those that migrate to the Dominican Republic have no chance ofachieving anything less than poverty. They cannot escape their fate andthey continue to constitute the poor population of the Dominic an Republic. Many of these countries could better serve their poor by changingeconomic policies and preventing the exploitation of workers and children. However, the impoverished people of these countries, while they make upthe majority, are under represented by the government. Therefore, they willmost likely continue to endure their current misfortune. While the roots andcauses for the poverty in these countries vary, the results are the same,millions of underprivileged citizens, and a government and oligarchy that isunable or unwilling to respond to their cry for help. The dissipation of theproblem of poverty is surely the greatest challenge faced by Latin Americastoday.