Gender stereotypes in two adverts and how the US Government publicises its War on Drugs.

The first 200 words of this essay...

Mountain Dew "THE HARDEST SOFT DRINK"

When an individual looks at the print ad of Mountain Dew, he or she can easily tell that the ad is gender biased. The print ad is self explanatory! The colors used in this ad (that are black and green) symbolize authority, power and command. Apart from this, the chopper further enhances the look of the advertisement. It is generally believed that chopper riders are strong, muscular with tattoos and are huge. In addition to this it can be seen that the Mountain Dew can is "wearing" a black leather jacket that again portrays masculinity. The tag line, "THE HARDEST SOFT DRINK" represents the intensity of this drink, giving a picture that Mountain Dew is not for weaker souls (that are females in this case).

There is a wide difference in the depiction of men and women in advertisements. When both genders appear in the same ad, it can be seen that women are mostly portrayed weaker than men. Similarly if females are shown in an ad, they are depicted as sex symbols or dumb. Conversely men appear as strong, courageous and adventurous. Males act strong, tough and hide their emotions.