Sociology Paper

Essay by rlmarshUniversity, Bachelor'sA+, August 2010

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Gender Bias. Advertising � PAGE �1�

Gender Bias in Advertising

The Bing English dictionary defines "gender bias" as "different treatment because of gender: unfair difference in the treatment of men or women because of their sex" (Bing, 2010). This stereotyping is here to stay. However this does not mean that the public needs to buy into it. Bing English dictionary defines "advertising" as "public promotion of something: the public promotion of something such as a product, service, business, or event in order to attract or increase interest in it" (Bing, 2010). Gender stereotyping which is so prevalent in advertising forces false notions on susceptible audiences in all areas of the media. In this the consumer sees these advertisements as what is normal and that they are lacking in these attributes.

Stereotyping makes broad sweeping statement about an entire group of people. The media portrays most women that promote products relating to home, children, and health as mother figures.

Sex sells with scantily dressed, rail thin models that are used for beauty and hair care products. The chances that the advertising agency would ever use a male to sell what is considered female goods are slim, except as moon eyed images in the background. This message tells the female population that to purchase the product will bring out the best in themselves, become successful, beautiful and attract the opposite sex (McConnell, 2003).

Men on the other hand are used almost exclusively for electronic product advertising because the advertising infers that technology is complex and in order to pass the information on the advertisers have to use a male. Cell phone advertising for the top carriers is almost always delivered by men. Razors, aftershave, cars, and jeans all employ the services of handsome men to sell their...