Gender Stereotypes In Advertising

745 Words3 Pages
Comparatively, men and women magazines have been found to be more openly exposing sexual advertisements as compared to general interest magazines as established by multiple literatures. Trends of increasing explicitness in female models as compared to relatively stable exposure of male models links to the idea of usage of women as sex objects in the advertisement industry. According to Busby and Leichty (1998), ‘From 1950s through 1980s researchers have found a lessening of advertising images showing woman in home or family settings.. But, consistently researchers have found an increase over time in the number of women showing in purely decorative or “alluring roles in ads” This implies how woman become a tool of getting attention, their presence adding décor to the ad.’ This draws crucial attention to the role of advertising in stats quo. Is…show more content…
A research by Taylor and Francis (2000) establishes that young men seeing such advertisements start viewing women as a means to vent out their sexual aggression leading to rapes and more gender role stereotyping. All these outcomes emphasize the need for raising awareness about the unintended effects on the audiences these advertisements are targeted to. While groups like Advertising Women of New York, GraceNet, and the National Organization of Women have been outspoken and ridiculed use of such ads, research shows a lot more needs to be done. An interesting idea that this knocks on is that if advertisers capitalize on what sells, are these views of showcasing women as sex objects actually a mirror of what the society believes? Does sex in ads principly enhance or hinder advertising processing? Another research by Tom Reichert (2012) talks about how sex shifts the attention from the main product or service. But a question arises that are people more inclined to remember sexual details more than non-sexual ones? 1.3
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