Gender Role in Advertisement

Gender role stereotypes in advertisement

Contents

1. Introduction3
2. Literature Review 3
3. Hypothesis4
4. Research Questions4
5. Methodology5
6. Importance and contribution of study6
7. References7

1. Introduction

   Many people says that mass media has been playing a significant role in a modern world. The major reason is it is broadcast information in fast pace and giving entertainment to vast audiences. One of the best examples is advertising.  It is not only delivering the message to people, but also many of advertisers are using the gender as one of their segmentation strategy. They are believe that gender has several criteria, in which are easy to identify, accessible, measurable, and profitable. On the other hand, it is a reflection of the realities at a particular point in the time. For example, in the family- mothers depicted as the ' home makers', closer to the children and especially relating to their daughter ,while fathers are depicted breadwinners and physically distant from their families. Functional ranking- men are primarily depicted in executive roles with high social status. The feminine touch and the masculine stamina - women are depicted as caressing things, touching the surface of objects with their fingers, and appreciating the feeling of gentleness. Conversely men are depicted as enjoying tough sports and activities, and engaging in dangerous experience. Based on those stereotypes, we are really curious about the message through the advertising by using a gender. Is it clear enough for people to understood rather than others?

1. Literature review

   Stereotypes are a set of concepts respecting to a social category (Vinacke, 1957；Knoll et al, 2011).   Gender stereotypes are beliefs that specific attributes distinguish women and men (Ashmore & Del Boca 1981).  Advertisements serve as a function to educate the audience about clear portrayals of roles and attitude toward women and men.   The social of gender has changed over the past years; however, advertisers still describe men and women in tradition-bound to promote their products.  The potential of advertisements influences audiences’ perception and attitude (Knoll et al, 2011).  It causes that people are lack of sensitivity to reflect the change of gender role. Thus, the stereotypes of gender on advertisement not be eliminated what people image.

   Lafky et al (1996) point that the reason why advertisers still rely on the stereotypical performance of gender is that it can allow audiences understand easily what the products demonstrate and intend to.    

   Feiereisen et al (2009) investigate that moderate or mediate the impact of gender identity congruity on consumer responses to advertisements.  This research found the relationship between gender identity congruity and responses to the advertisement is moderated by advertising involvement.  Thus, this paper investigates about gender congruence and incongruence reflection on people’s reaction.