MyungHee Choi_Gender Steretypes_COMM150

Gender Stereotype Analysis of Advertisements

This American cooking advertisement probably from the mid to late 20th century displays a ad slogan “The Chef does everything but cook — that’s what wives for for!” simultaneously glorifies the title Chef as the male character and denigrates the woman’s role as the person who should be “cooking”. It reflects a traditional gender stereotype that has been prevalent for centuries.

This traditional Van Heusen advertisement represents a more modern-day feminist makeover by representing the woman as a central figure in the advertisement. The man is kneeling down serving her with compliments and amenities. The slogan implies that the world essentially “revolves” around the women. This is an example that counters the status quo gender stereotype.

The CHIKO motorcycle advertisement goes against the gender stereotype regarding the symbiotic relationship of the male figure and motorcycles in the advertisement industry. An attractive woman is sitting on a motorcycle as the motorcyclist and stares straight towards the audience with a bold look.

The toy advertisement above fails to represent any gender stereotype. The advertisement leans towards a neutral position in regards to gender preference in toys. The traditional stereotype of boys playing with cars and girls playing with barbie dolls is completely overthrown by images of a boy sketching and a girl banging on the drums. The slogan “Dream Big” also implies that anyone can become whoever he or she wants to be regardless of gender.

This cosmetics advertisement represents the woman essentially as a sex symbol in modern-day society. The lips are glossed with the right amount of “moisture” with the slogan “Kiss your Lips” to emphasize beauty as a necessary trait in women to attract their male counterparts.