Gender in the Media

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Gender in the Media

This project is concerned with studying different types of media and the advertising found in these media. The issue of Gender in advertising is very prominent in the world today. In all types of advertising, from TV to billboards, gender is used as a device to gain attention and this is usually achieved by the use of stereotyping.

I have chosen this particular area of study because I feel that gender, especially in the form of sex, is exploited in advertising. It seems to me that advertisements often rely on gender to sell products, either by exploiting sexual imagery, or by persuading the viewer that their life would be better, or that without the predicts the individual may in some way be inferior. I feel that these tactics, although effective, can create gender stereotypes, some of which may be negative.

In the past, advertising stereotyped men and woman into specific gender roles. Manstead and McCulloch identified these in their study of TV advertisements. They stated that males were portrayed as powerful, dominant, rational, interested in DIY, more likely to be the central character and be the 'voice over'. They continued to state that