Advertising and Sexual Stereotypes

Essay by badballCollege, UndergraduateA+, August 2005

download word file, 1 pages 0.0

Downloaded 45 times

If you turn on your television or radio or page through a magazine, you'll observe that the majority of ads contribute to the stereotype of females as sex objects and males as success objects.

First, take a look at the ads for products used by women. These ads are almost always about getting a man's attention. For instance, the ad for Hanes pantyhose states, "Gentlemen prefer Hanes." Another example is the ad for Windsong perfume which says, "Your Windsong stays on my mind." Also, the ad for L'Oreal hair color tells a woman that if she uses it, he'll say, "Wow!" Even another example is the ad that proclaims, "Revlon lip color, because it won't kiss off on him." It appears the most important thing to a woman is how to get a man and keep him.

On the other hand, look at the ads directed to men. There is a noticeable difference.

These ads portray men as successful in the workplace, in sports or whatever their

career might be. The ads for expensive cars such as BMW, Mercedes Benz, Lexus and Infiniti are geared toward men. These ads give people the idea that only men are successful enough to drive these cars. The ads for beer tell a man to relax after a hard day's work with a Bud. An ad for Federal Express which guarantees overnight delivery is aimed toward men in the business world.

These differences in advertising are also evident in ads for products used by children. The biggest offender in stereotyping women as sex objects is the Mattel Company's ads for Barbie. These ads impress upon little girls the importance of looking beautiful and wearing beautiful clothes. Barbie needs to look good for Ken. Also, the ad for Little Miss Make-up tells little girls...