Advertising is often accused of creating and perpetuating stereotypes through its portrayal of women, ethnic minorities, elderly and other groups.
The portrayal of women in advertising is an issue that has received a great deal of attention through the years. Women are often depicted as preoccupied with household duties, motherhood, or they are shown as decorative objects are sexually provocative figures.
Advertising shows a consistent picture of gender stereotyping. Women are shown as passive, lack of intelligence and credibility.
In contrast men have been portrayed as constructive, powerful, autonomous and achieving. Even stereotyping exists in ads target to children. Boys are usually shown as more knowledgeable, active and aggressive than girls. Non-verbal behavior involving dominance and control are associated more with boys than girls.
While sexism and stereotyping still exist, advertising’s portrayal of women is improving in many ways. Women are portrayed more realistically. Women have crossed the boundary from the domestic sphere to the professional arena.
Many advertisers are now depicting women in a diversity of roles that reflect their changing place in society. In many ads, the stereotypic character traits attributed to women have shifted from weak and dependent to strong and autonomous.
Some advertisers have been criticized for portraying senior citizens as feeble, foolish, inept or in desperate need of help.
The portrayal of women in advertising is an issue that has received a great deal of attention through the years. Women are often depicted as preoccupied with household duties, motherhood, or they are shown as decorative objects are sexually provocative figures.
Advertising shows a consistent picture of gender stereotyping. Women are shown as passive, lack of intelligence and credibility.
In contrast men have been portrayed as constructive, powerful, autonomous and achieving. Even stereotyping exists in ads target to children. Boys are usually shown as more knowledgeable, active and aggressive than girls. Non-verbal behavior involving dominance and control are associated more with boys than girls.
While sexism and stereotyping still exist, advertising’s portrayal of women is improving in many ways. Women are portrayed more realistically. Women have crossed the boundary from the domestic sphere to the professional arena.
Many advertisers are now depicting women in a diversity of roles that reflect their changing place in society. In many ads, the stereotypic character traits attributed to women have shifted from weak and dependent to strong and autonomous.
Some advertisers have been criticized for portraying senior citizens as feeble, foolish, inept or in desperate need of help.