The Discrimination Of Women In The Development Of The Advertisement Essay

Gender-related biases and stereotypes are deeply-rooted in the contemporary society and may be traced in mass media. At this point, it is possible to refer to advertisements, which tend to the objectification of women (http://www.sutjhally.com/articles/whatswrongwithalit/). This advertisement depict women as objects which evoke strong emotions in the audience. Often such advertisement emphasize sexuality of women to draw the attention of the target audience. They develop the image of the woman grounded on biases and stereotypes. In such a situation, it is quite natural that “commercial advertisements distilled everyday social rituals into scenes, the common denominator of which was ‘female subordination’ (Bell & Milic 204). They depict women as objects and emphasize their subordination to men.

At the same time, such advertisement reveals the inequality of genders and the prevalence of biases and stereotypes in the contemporary society. The promotion of female images based on their objectification reveal negative effects of existing biases and stereotypes on the depiction of women by contemporary mass media. The development of advertisement was always inclined to the objectification of women from the advertisements of the past, when the advertisement of cigarettes depicted women as inferior to men. For example, the advertisement of Marlboro focused on the advertisement oriented on men and depicted male characters as the main characters of the advertisement, whereas women were either not depicted in ads at all or depicted in the secondary roles. Gender roles in advertisements of Marlboro did not change much in the course of time, until the advertisement of tobacco was banned. This trend leads to the development of misinterpretation of gender roles and misrepresentation of women in advertisement.

Thus, the development of the advertisement reveals the discrimination of women and their inferior position in society. The misrepresentation and objectification of women became the norm in advertisement and mirrored the biased perception of women in society.

Works Cited:

http://www.sutjhally.com/articles/whatswrongwithalit/

The terms offer and acceptance. (2016, May 17). Retrieved from

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016.

[Accessed: March 28, 2024]

freeessays.club (2016) The terms offer and acceptance [Online].
Available at:

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 28, 2024]
close
Haven't found the right essay?
Get an expert to write you the one you need!
print

Professional writers and researchers

quotes

Sources and citation are provided

clock

3 hour delivery

person