Gender Stereotypes in Advertisement: Changing Places
The Truth About Gender Stereotypes in Advertisement: Changing Places
Publisher Note: As a concerned father, I became deeply concerned by the dehumanization and sexualization of women in pop culture, particularly in the music and images our daughters were being bombarded with. It is up to us, as Conscious Consumers, to demand better from the companies we buy from. There is an old adage that “sex sells”, but ask yourself this: would I want my daughter/wife/mother portrayed this way?
These Canadian students have made a brilliant, if disturbing video, highlighting gender stereotypes in advertising. Thank you.
Please share your thoughts on this video and Gender Stereotypes in Advertising in the comments below
Gender Stereotypes in Advertisement
A group of Canadian students produced a video which spotlights the inappropriate and misleading gender stereotypes of women and men in advertisements. Their goal was to show how propaganda perpetuates misleading representations, create false expectations and contributes actively to unacceptable social behaviors that we experience in our modern society.
“Some campaigns portray women as highly sexual and submissive. And the man as dominant and aggressive, “says Sarah Zelinsky.
Sarah Zelinski, Kayla Hatzel and Dylan Lambi-Raine, students from the gender studies at the University of Saskatchewan in Canada, had a creative idea to expose the way advertising massively exploits gender stereotypes. They produced a video reversing the gender stereotypes of men and women in actual ads.
The video, after displaying the most popular ads, asks the views a simple question: did they like them, or they found them to be ridiculous? After the brief questioning, ads appear with inverted roles, changing the object of exploitation from the women’s perspective to the men’s perspective.
The result is the feeling that gender stereotypes are so culturally ingrained in our daily lives and our society in general that the ridiculousness exploitation of the female counterpart only becomes apparent with the reversal of the “roles”.
The video, entitled Representations of Gender in Advertising, also presents statistics on the numbers of gender violence in Canada and relates to the representation of women in advertising.
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Original video at: http://www.youtube.com/watch?v=HaB2b1w52yE
