Introduction
Gender portrayal in advertising and media has sparked intense fascination and heated debates, reflecting the ever-evolving societal attitudes towards gender roles. Throughout the years, advertising campaigns have immensely influenced and shaped gender perceptions, either perpetuating conventional stereotypes or daringly challenging them to foster inclusivity and gender equality (Larissa,2013). The representation of men and women in advertisements has undergone substantial transformations, mirroring shifts in cultural norms and values.
Part 1: Comparison Task
The 1950s witnessed a period of advertising entrenched in traditional gender roles, where gender stereotypes thrived and were fortified through marketing endeavours. Advertisements skillfully targeted women with products about household chores, childcare, and beauty, relentlessly emphasizing their role as caregivers, wives, and homemakers. These ads painted a vivid picture of women as nurturing souls, wholly dependent on men, thus perpetuating the notion that their ultimate goal was to craft a flawless home environment for their families. For instance, an advertisement for ‘Gold Dust’ washing powder (1895) showcased a woman dutifully engaging in laundry, staunchly propagating the belief that laundry was exclusively a female responsibility (Encyclopædia Britannica, n.d.). In stark contrast, advertisements aimed at men portrayed them as robust, triumphant, and self-reliant, enticing them with products like automobiles, cigars, and alcohol. The Ford Motor Company’s 1950s advertisement epitomized this, presenting a husband discussing car features while his wife gazed upon him admiringly from a distance.
Fast forward to the 2010s, and we witness a profound transformation in gender portrayal within advertising. The depiction of women in domestic roles has dwindled considerably, replaced by advertisements that proudly spotlight their achievements in diverse fields, encompassing sports, business, and science. Brands like Nike have embraced female athletes, wholeheartedly acknowledging their talent and prowess. The Nike campaign “Call us nothing but champions” (2022) jubilantly celebrates female athletes and their triumphs, passionately advocating for gender equality and empowering women in the realm of sports (Eirini,2020). Similarly, Togethxr’s campaign “My first like my last” (2022) emboldens women in sports, shattering traditional barriers and fostering inclusivity and diversity (Subroto & Balqiah,2023). These campaigns testify to the strides made in recognizing women’s accomplishments beyond conventional roles, boldly defying stereotypes.
Room for Improvement
Gender portrayal in advertising extends far beyond product promotion, profoundly influencing societal perceptions of gender roles from an early age. A study conducted by MacPhee and Prendergast (2019) delved into the gendered essence of home environments for boys and girls. The study unearthed a disconcerting reality – girls’ rooms were frequently imbued with pink hues, dolls, and princess motifs, relentlessly reinforcing traditional gender roles of nurturing and femininity. On the other hand, boys’ rooms exuded blue tones, action figures, and sports themes, solidifying expectations of aggression, dominance, and masculinity. Such gendered representations invariably foster stereotypical beliefs, stifling children’s comprehension of the vast spectrum of gender identities and interests.
Modern advertisers are responsible for challenging these gendered portrayals and engendering more inclusive and diverse advertising campaigns (Eisend & Rößner,2022). By unapologetically endorsing toys, products, and activities that defy conventional gender norms, marketers can play a pivotal role in dismantling gender barriers and encouraging children to explore their interests and passions, irrespective of societal expectations.
Part 2: Reflection
Marketers’ Crucial Role in Molding Gender Perceptions
Marketers are pivotal in sculpting societal attitudes towards gender through their advertising campaigns. The visuals, communiqués, and narratives depicted in advertisements can either fortify pernicious stereotypes or confront them to foster gender parity and inclusivity (Harris,2010). It is imperative for marketers to acknowledge the sway they possess in shaping cultural norms and to employ this authority conscientiously.
One of the primary obligations of marketers is to eschew perpetuating injurious gender stereotypes. Historically, myriad advertisements have portrayed women as homemakers and nurturers, bolstering the notion that their paramount function lies within the domestic realm (Weiss,2019). Such portrayals circumscribe women’s potential in sundry areas of life and perpetuate the conviction that their worth is irrevocably intertwined with their roles as spouses and mothers. Similarly, advertisements portraying men as the sole breadwinners and underscore traits like fortitude and dominance contribute to toxic masculinity and engender unrealistic male expectations (Powers,2019).
A brand that adeptly embraced diversity and defied gender norms is Dove. Their “Real Beauty” campaign challenged conventional beauty standards and exalted the diversity of women’s physiques. The campaign fostered self-acceptance and body positivity by showcasing women of disparate body types, ethnicities, and ages. It impelled women to embrace their innate beauty and defy the unrealistic beauty ideals propagated by the media. Dove’s campaign not only accrued a favourable brand reputation but also contributed to a broader societal dialogue on redefining beauty standards and endorsing self-love. Similarly, research conducted by Middleton and Turnbull (2021) sheds light on how the advertising industry has contributed to the emergence of gender-progressive market logic and practices. This implies that marketers are cognizant of the need to fabricate campaigns that embrace diversity and inclusivity, emancipating themselves from archaic gender stereotypes.
Exemplification of Triumph in Gender-Focused Marketing
One of the most impactful gender-focused marketing campaigns is Always’ “Like a Girl”. The campaign aimed to dismantle the derogatory phrase “like a girl” and redefine it as a symbol of fortitude and empowerment for young girls (Karlovitch,2023). The advertisement demonstrated that executing tasks “like a girl” should not be an affront but a source of pride. The campaign resonated effectively with audiences and garnered widespread attention by accentuating the potentially deleterious impact of such phrases on young girls’ self-esteem (Eirini,2020). It implored girls to embrace their aptitudes and liberate themselves from restrictive stereotypes, ultimately promoting a sanguine message about gender equality and empowerment.
Furthermore, the study conducted by Roth-Cohen et al. (2023) on gender roles in online advertising illustrates how marketers are leveraging digital platforms to defy traditional gender norms and endorse more comprehensive representations. Online advertising allows targeted and personalized campaigns that cater to diverse audiences, contributing to a more extensive acceptance of diverse gender identities and roles.
Exemplification of Flawed Gender-Focused Marketing
A flawed exemplification of gender-focused marketing can be discerned in historical advertisements for corsets in the 1930s. These advertisements reinforced unrealistic beauty standards and propagated that women needed to manipulate their bodies to conform to societal norms (Morton,2018). They perpetuated a pernicious narrative that women should strive for an unattainable and unnatural body shape. Such advertisements can foment body dissatisfaction and contribute to body image issues, especially among young women.
However, contemporary campaigns by brands like Shapermint have embraced body positivity and inclusivity. Shapermint’s “#AskVenus: Is shapewear body positive?” campaign sought to engross an open dialogue about shapewear and body image. The campaign acknowledged that everybody possesses beauty in its idiosyncratic way and encouraged body acceptance. The campaign promoted a more inclusive and body-positive message by defying the notion that women needed to assimilate to a specific body shape.
Conclusion
In conclusion, gender representation in advertising has evolved significantly over the years. From reinforcing traditional gender roles to promoting inclusivity and empowerment, marketers have played a vital role in shaping societal attitudes towards gender. By analyzing examples from different decades, we have witnessed the progress made in challenging stereotypes and promoting gender equality. However, there is still work to ensure that advertising continues to be a positive force for societal change, promoting respect, diversity, and inclusivity in all aspects of gender representation. Marketers are responsible for fostering a more inclusive and equitable world by promoting diversity and challenging harmful gender norms through their campaigns.
References
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