Professor Chatman - Reily
Writing About Pop Culture
Project 1 Rough Draft
One of the most important tactics for Advertising companies is appealing to the specific
gender and contributing to American consumerism. In his book Television Culture, John Fiske
discusses "gendered television," explaining that the television industry successfully designs
some programs for men and others for woman. explaining that the television industry
successfully designs some programs for men and others for woman. Gender stereotypes are
showcased everywhere in the media today and so Advertisers use this for trying to appeal to
audiences of women and men. Moreover, due to their great influence on people's attitudes, ads
can depict certain social and gender groups in an unrealistic manner. By manipulating the
message, media can create a certain image of reality, which is consistent with the stereotypes of
men and women. The reflection of the world is distorted and incomplete as a result of this.
Commercials are the vast source of gender stereotyping, because they are adapted to the
specific, either male or female target, and are "the reflection of the recipient". The aim of the
modern commercial is not only the satisfaction of needs but also their creation. Women are more
often presented in commercials, because they are seen as responsible for making everyday
purchases. Men generally advertise cars, cigarettes, business products or investments, whereas
women are shown rather in the commercials with cosmetics and domestic products. They are
also more likely portrayed in the home environment, unlike men, who are shown outdoors.
Another important distinction is the face-ism phenomenon in the commercials, which consists in
showing the entire figure in case of women and close-up shots in case of men. The first method
lowers the receiver's estimation of the intelligence of the person on the photo. The...