PSYCHOLOGY & ADVERTISING- Gender Stereotypes and their usage in Advertising
Gender Stereotypes and their usage in Advertising INTRODUCTION This article offers an analysis of gender stereotypes in advertisements from year 2010-2015. It has been observed that advertisements often either reflect the social reality or do not, such as in an instance where there has been a growing change in attitude towards what defines masculinity, however ads continue to portray the traditional male roles. Typically, it has been observed that ads have shown traditional portrayal of men and women, although some changes have also started seeping into the advertising industry, one such femvertising that focuses on empowered women. KEYWORDS Gender; stereotypes; traditional Traditional ads have portrayed women as decorative elements- beauty and domestic products industry, whereas men have been portrayed in an authoritarian light- independent, working outside the home, career-driven, breadwinner, etc. Age and physical attributes of men are rarely explored. Mirror vs Mo...