Stereotypes Of Women In Advertising

For centuries, corporations have promoted their products by stereotypically demeaning women. This unfortunate circumstance still, many years later has to some degree merely intensified as censorship within advertising has been lifted. Women are born into this belittling stereotype, ‘…The emotional, sexual, and psychological stereotyping of females begins when the doctor says, 'It's a girl’.’ (Chisholm, 1973:36).

Within this modern age, a variety of societal roles are acceptable for both men and woman. Despite this, it hasn’t always been reputed. The 21st century differs greatly from the 1950’s where, ‘Men were the breadwinners, and women were the homemakers.’ (Sheehan, 2004:6). If women were to go against these traditional mannerisms, not
At others, they’re used as a technique to gain interest of a particular audience. We’ve had these stereotypes nursed to us for many years, and some know no different, ‘Stereotypes are created by the continual, extended exposure of consumers to patterns of imagery’ (Sheehan, 2004:6). The ideology and stereotypical nature of women in advertising is that they’re ‘…perfect physical specimens’, yet their appearance is ‘…impossible to attain’ (Sheehan, 2004:9). Such depiction is incredibly damaging, both for the women representing, and to those who’re they’re representing. It is no longer the product being sold, rather the women themselves. The strategy is that if you purchase the product, you’ll become the women, be desired, and get the
She advocates that the male gaze repudiates women from their own identity within advertisement. A woman is simply an ‘object’ to the man, a visual manipulation demoting them only to be admired for their bodily form (likely within a sexual manor). Sexual imagery is increasingly more often used within advertising to gain attention, publicity and attract potential consumers. Although the idea that sex sells is arguable and is degrading women in that process really worthwhile? As Twitchell said, ‘…sex doesn’t sell, but it certainly captures attention’ (Twitchell, 1996:157). It’s questionable whether these companies are simply taking an easy route to earn money, rather than having actual compassion for their consumers. To some degree, things have moved forward. Some women no longer stand to be an oppressive concept, and rather represent themselves in confident and assertive ways similar to how men represent