Gender Advertisement

Gender advertisement refers to the images in advertising that depict stereotypical gender roles and displays. Gender displays are used heavily in advertising in order to establish the role of one gender in relation with the other, and some scholars argue that advertisers are obsessed with gender. Advertisers focus on gender relationships, because people define themselves by gender, and gender can be "communicated at a glance", making it easy for advertisers to use this theme in their work. The effects of advertising on body image have been studied by researchers, ranging from psychologists to marketing professionals. "These days we know that the media and body image are closely related. Particularly, the body image advertising portrays affects our own body image. Of course, there are many other things that influence our body image: parenting, education, intimate relationships, and so on. The popular media does have a big impact, though." This is because thousands of advertisements contain messages about physical attractiveness and beauty, examples which include commercials for clothes, cosmetics, weight reduction, and physical fitness. Researchers have conducted studies in an attempt to see if such advertisements have effects on teenage body image, and what those effects might be. Women account for 85% of consumer purchases.

Tags: Business, Advertising