Gender Role and Stereotypes

Gender Role Stereotypes, Sexual Objectification, and Power in Advertising

Most of users of internet nowadays are teenagers and which means these users are prone to influence bought my media, the number of advertisements every day is enormous and has the number of 3000 advertisements a day. Concludes that advertising is a very powerful platform of social communication in modern society.

        Gender Roles in advertisements are divided into 2 categories, these are ; Feminine and Masculine. Masculine role represent to be, serious, strong, powerful, and independent while femininity is displayed as passive, sexy beautiful, thin and dependent.  Moreover, women are portrayed in advertisements with revealing clothing with bodily gestures, facial sexual expressions that implies sexual readiness and men are considered to be objectified and sexualized also but lesser way compared to women.

        Both of gender are objectified and sexualized but consider this that women is more objectified and sexualized compared to men, in pictures of clothing dismemberment, focusing on a models breast, buttocks, thighs, hyper focus, and cropped to. Women is also objectified in a way of women became parts of products by the power of photoshops, editors, etc.

        Gender roles and stereotypes in advertising are intrinsically tied to power dynamics in society specially to media community today. It is clear that men and women are both sexually objectified just to advertise and sell products. But men with sexually objectified pictures are fewer and harder to find than women, it is because these genders have different standards. Femininity in advertisements emphasis to be passive and dependent to men. Furthermore, men are portrayed as big, strong, and hovering over women whereas women are portrayed as thin and fragile.

        Media and advertisements portrays the dominance of men over women, and women is mostly seen to be incomplete without a man, this is often portrayed by women’s body language. And presents that in order to attract a man, women have to be beautiful and sexy.

        Sexual objectification can lead to self-objectification, and sexual objectification can also lead men to make women only satisfaction to their sexual desires.