Gender in Advertising and Consumption

Jessica Arnold

Professor Chatman - Reily

Writing About Pop Culture

9/26/14

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...