Gender Roles in Advertising

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Gender Roles in Advertising The world of advertising shapes the thought development in society. From what we read to what we see in the media, advertisements influence our view on patterned social arrangements that have emerged. Advertisements are the biggest contributor in influencing the way we view and think of our roles in life. According to Moore, “each person in American sees an average of 1,500 advertisements per day.” He concludes that on average this equals to about one ad a minute. Advertising is such a major part in our American life that it is an everyday aspect of our society. In some cases, people are rarely aware of the daily exposure to ads and these ads can influence us subconsciously. As our younger generations grow, we implement onto the population these “gender rules” on how we should be, act and be seen. Advertisements have created a bias view in our society, especially for gender roles/rules. Stereotypical advertisements portray men as powerful and women inferior to men. These stereotypes reflect the notion that women are in “need” of men, degrade women and dictate their worth in American society. To begin with, these stereotypical roles are something we, as little girls, are exposed to from the time we are born. The biggest culprits of exposure are the Disney Princesses. The Disney brand and stories are a well-established part of our lives. “Disney's empire has not only become a part of American culture, but has become practically inescapable (Ramos).” The stories are always based around a princess desperately needing to find her prince in order to escape whatever circumstances they are in. It is an unrealistic portrayal of how women are supposed to be. In real life, women need to work hard to get anything they want most and if they have unrealistic views, they are set up for failure. Many argue that there is no harm done since little girls

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