No matter how often they tell you we live in a gender neutral society, don't believe them.
“A woman can do anything a man can do.”
“There’s no real difference between the sexes.”“Gender stereotypes are a thing of the past.”
All lies.
How do I know? Well it’s in the advertising.
Gender-stereotypical marketing has been the most popular component of advertising since they created sliced bread. And then got a woman to sell it.
Why? Because women know more about bread....and cooking....and cleaning....and taking care of children.
“Men are more likely to be shown advertising cars or business products; women are mostly advertising domestic products. Men are more likely to be shown outdoors or in business settings; women in domestic settings.”
says Dr. Daniel Chandler, visual semiotician, in “Television and Gender Roles."
“The portrayal of both men and women on TV is largely traditional and stereotypical... [With femininity are associated traits such as emotionality, prudence, co-operation, a communal sense, and compliance. Masculinity tends to be associated with such traits as rationality, efficiency, competition, individualism and ruthlessness.]”
In general, the only time you’ll see a woman advertising power tools or a new motorcycle is if she’s lying naked on top of it.
Why? Because women are sexy. And sex sells.
Is there something wrong with this system? Not necessarily. You wouldn’t buy makeup from Mr. Clean, but you would from Drew Barrymore.
Even in today's “progressive”, postmodern culture, the majority of the population still clings to traditional gender roles and stereotypes. And advertisers know that if they want to appeal to the majority, they need to play into these stereotypes.
Is this a bad thing? Not necessarily. Men and women are different - thank God - and have different qualities. I don’t think women would have the patience to listen to men if they talked as much as we do.
Yes, I am making sweeping generalities. But think about it, generalities sell.
No comments:
Post a Comment