Advertising is about two things: attention and decision-making. Naked men, women, suggestive poses, implied sex - all of it. Not as much as it did twenty years ago, and, of course, not nearly as much as fifty years ago. Sex became overused in advertising.
How Gender Affects Approaches in Alcohol Advertising
Advertising between men and women | Yu-Hsuan's
Background: At a semiotic level there is disparity in the portrayal of men and women in popular advertising. When men and women appear in ads together, the women are often depicted as weaker than the male, either through composition of the ad or particular situations in the scene. When females appear in ads alone we again note the stereotype of the female as sexual, unintelligent and fragile. Males, conversely, appear as strong and cultured. Particular roles and gender constructs are also evident in male ads. Males are told to act tough, hide their emotions, and compete at all costs Thompson Nancy Chodorow argues that the attainment of masculinity is a problematic issue for boys , particularly as boys are taught to differentiate themselves from others.
When there is a market for that much money, it is easy for executives to disregard the harmful effects of stereotyping and the role sexism plays to focus solely on what sells. And oftentimes what is making that money is the oversexualization of the human body. Everyone knows that sex sells, but do these repetitive images have a negative effect on our society? Sexism in advertising is not just a contemporary concept. It can be traced back to the print ads of the early 20 th century, in which the aims of the marketing industry were primarily focused on the housewife and her duties to her family and her home.
Instead, we hope to shed some light on how brands can be more thoughtful in how they advertise to and represent women. That being said, here are some themes that emerged from our discussion:. Pledging money to a cause is an easy way to incentivize people to buy your product. If not, it automatically negates any pro-woman campaign they may be running.