Gender Stereotype

Have you ever paid attention to what printable ads and commercials are saying and the way they communicate their message even when there is no audio? Well, gender stereotypes are something commonly used is ads and commercials to attract the audience and offer a product or service. There are a few options available when using stereotypes; it can be feminist, masculine, or androgyny.

#1 Pop chips Ad

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The image above is a sample of a feminist stereotype. In this ad they are looking to sell more chips. They use a woman to attract the attention of other women. The feminist stereotype suggests women are the caregivers and are usually involved with activities such as cooking and grocery shopping. Women are also, more careful and cautious when it comes to the subject of heath and well being.
By having a woman in the ad it shows approval from other woman. They also want to translate that this is a good product for a mother to bring home to their families are this chips are not fired but baked, making it a healthier choice for the family. What is interesting in this ad is the way the woman holds bags of chips and the catch phrase they use. This seems to be a way of also caching men attention.

#2 Nike Ad

On the other hand, in this ad we can see that there is not much feminism represented. The message is directed to man even though men and women can both wear this sport brand the sport the model is playing is a sport dominated by men.

Masculine stereotype is heavily represented here. Men are known for liking and enjoying sports as part of their masculine role. They always want o be the fastest, they are always competitive and in this add represents that. The color used are dark, which are also colors preferred by men.

#3 Colgate ad

In this third example we see feminist while it counters masculinity. By examining the image we can see that it for Colgate, something that is used by both men and women. But how is this? Well women are usually cleaner and worry about appearance. For this reason having woman on the ad can be useful to sale more. Women also smile more than men do.

While it does seem like a feminist ad, it counters masculinity by using the sport concept and straight. Based what the woman is wearing we can say that she is a boxer which is a sport dominated by man as it is aggressive and requires strength. They also use the word stretched itself which is common in masculinity.

#4. Salivation Army

The ad above is from Salvation Army Canada as part of the Giving Hope campaign to help poverty. In this ad the women is a cook. This is a stereotype towards feminism because women are usually the ones that stay at home to cook, clean and take care of the children while the men work to provide for the family. In this case her salary is so low that she cannot provide for her children, this could be related to the fact that men get paid more than women do.

This ad counters masculinity, as I mention above men are the providers. There is a possibility that she can be a single mom and therefore has the need to work and provide for the children but that is just an assumption.

#5 Ecovia

            In this final example from Ecovia is an ad to stop violence caused by speeding we see a sample of androgyny. Even though a car accident can happen to anyone in this ad we see a man’s hand against a woman’s face. Each model has a cart painted to represent a cart crash.

In this ad you see gender stereotypes, masculinity and feminism. The vehicle painted on the man’s hand is a type of vehicle that is commonly driven my man. Bigger heavier trucks are normally related to heavier jobs which are tied to masculinity. The vehicle painted on the woman’s face is a van is a car that is usually driven by women as they use it for family matters.

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