Stereotyping Of Women In Television Advertisements

STEREOTYPING OF WOMEN IN TELEVISION ADVERTISEMENTS

From previous research done, it can be concluded that there is the existence of stereotypes and within the coexistence of our lives. Many individuals do act on the basis of these stereotypes as they considered acceptable socially. In consideration to these, when individuals think of a cleaner of the house, a woman is the only picture that comes to their mind. These can be attributed to what researchers said were housewives who are happy. These pictures can be viewed as the result of the rampant use of women as stereotypes in most of the advertisements in the media.

The main purpose of this study is to investigate the use of women as stereotypes in the media such as television. Basing on this, people are bombarded with pictures and slogans while watching TV through advertisements. Individuals tend to memorize the slogans while absorbing the pictures without even a second thought. According to research done in the past, the most findings from cultivation studies and media are that the rise of viewing television is linked to views and perspectives of stereotypes of women. Most viewers form perceptions about the world based on what they see on television.

Basing on the outcome of this research, I can argue that the average American viewers watch over seven hours of TV within a day (Bretl and Cantor, 1988). The stereotyping of women in these advertisements is a very crucial part that needs to be analyzed and investigated keenly. Individuals can then develop perceptions of the world based on what they see on TV. The theory of cultivation suggests that the process of learning and persuasion can occur even without deliberate intent. With this in mind, the influence of advertising becomes evident, especially regarding the portrayal of the happy housewife, as it resonates well with advertising agencies’ objectives.

The stereotype, if it convincingly depicts that the product has value, influences people's perceptions and beliefs. It also has the power to persuade individuals that the stereotype is accurate, ideal, and correct. From previous research, it has been suggested that advertising which employs women as stereotypes can lead to the formation of unthinking and unconscious attitudes about women’s roles and capacities within society. Further studies have shown that such stereotypes can negatively affect women themselves.

The perception of women based on the cultivation theory supports the idea of the happy housewife as a culturally accepted directive. This stereotype can lead women to forgo their personal desires and ambitions, especially regarding careers and individual fulfillment (Ferguson, 1990). In conclusion, the use of women as stereotypes in media advertisements has both negative and positive effects on women and society at large. Therefore, the selection and depiction of stereotypes should be approached with caution to prevent fostering negative attitudes or misrepresentations. While their use may be justifiable, it must be done with the highest degree of responsibility and awareness of its potential impact.

Paper For Above instruction

The portrayal of women in television advertisements has been a subject of extensive scholarly discussion and societal concern. Stereotypes in media, especially regarding gender roles, significantly influence societal perceptions and individual attitudes about women. This paper explores the pervasive use of women as stereotypical figures in television advertising, the implications of such portrayals, and recommendations for more responsible advertising practices.

Historically, advertisements have often depicted women in limited, traditional roles—primarily as homemakers, caregivers, and objects of beauty. This portrayal reinforces a narrow view of women's capabilities and roles in society, aligning with long-standing gender stereotypes. For instance, numerous studies have shown that women are frequently presented as passive, submissive, or solely concerned with appearance, which perpetuates stereotypes of femininity and domesticity (Ferguson, Kreshel, & Tinkham, 1990). These representations, although seemingly harmless or humorous, have substantial effects in shaping public perceptions. They affirm gender inequalities and influence how women view themselves and their societal roles.

The cultivation theory offers a framework to understand the influence of televised images over time. Proposed by George Gerbner, the theory posits that prolonged exposure to media content shapes viewers' perceptions of reality. In the context of gender stereotypes, continuous exposure to stereotypical portrayals of women in advertising can lead viewers to accept these images as normal or desirable. Such portrayals often emphasize physical attractiveness, domesticity, and passivity, reinforcing societal expectations that women should prioritize appearance and home life over career or personal development (Gerbner et al., 1980). Research indicates that the average American consumer watches over seven hours of television daily (Bretl & Cantor, 1988), amplifying the potential for media influence.

Advertising agencies often use stereotypical images because they are quick to resonate with audiences and straightforward to communicate messages. These stereotypes can imply that products related to beauty, household chores, or caregiving are inherently tied to femininity, which may limit women’s perception of their potential and reinforce existing societal hierarchies. Such portrayals not only influence public attitudes but can also have internal psychological effects on women, lowering their self-esteem or discouraging aspirations beyond traditional roles (Ferguson et al., 1990).

Critics argue that this reductive portrayal of women sustains gender inequality by marginalizing women's diverse identities and experiences. Moreover, these stereotypes can have harmful psychological effects on women, including increased body dissatisfaction, lowered self-efficacy, and internalized societal expectations (Tukachinsky, 2013). The media often unwittingly perpetuate the "happy housewife" stereotype, implying that fulfillment for women is found primarily in nurturing roles within the household, thus discouraging pursuits of professional or personal ambitions.

However, some argue that stereotypical portrayals serve commercial purposes and are driven by market demands for simplicity and recognizability. Nonetheless, the ethical responsibility of advertisers should involve a conscious effort to challenge and diversify representations of women. By broadening the scope of female roles in advertisements, media can foster a more inclusive and empowering narrative for women. This shift can contribute to societal change by normalizing women in leadership, STEM fields, and roles beyond domestic settings.

In conclusion, while stereotypes can be powerful in advertising, their use should be carefully scrutinized for their societal implications. Regulatory bodies, advertising industries, and society at large have roles in promoting responsible media representations. Moving forward, advertisers should aim to depict women with greater diversity and realism, emphasizing their multifaceted identities and capacities. This approach not only benefits women but also aligns with principles of social justice and equity, fostering a more balanced perception of gender roles in society.

References

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