The first advertisement for presentation is titled: His and her advert ban as TV pulls the plug on gender stereotypes. Its source is https://www.telegraph.co.uk/news/2017/07/17/adverts-depicting-gender-stereotypes-banned-2018/amp/. This advert was published on 18th July 2017 by Katie Morley.
The second advertisement for this presentation is titled: understanding gender. The source of this advert is https://www.genderspectrum.org/quick-links/understanding-gender/. This advert was published by a body called Gender spectrum on 28th March 2018.
The third advertisement for this presentation is titled: New trend reports Gender Bias in publication. The source of this advert is https://www.jwtintelligence.com/2017/06/new-trend-report-gender-bias-advertising/. This advert was published on 29th June 2017 by The Innovation group.
The fourth advert for this presentation is titled: The price all women pay for gender bias. The source of this advert is https://www.forbes.com/sites/break-the-future/2018/01/31/why-gender-bias-holds-us-all-back/amp/. This advert was published by Radical Candor on January 31st, 2018.
In this adverts, men and women are depicted as two different people. They are considered distinct because of their physique. The advertisement concerning gender has been a significant agent for ensuring socialization in our current world. Men and women have been depicted as of different attitudes, behavior, social status and roles played by each. These differences are what brings about separation of the sexes into gender.
Gender equality has been a significant topic in most of our social media platforms. Today's society, gender equality has been given a higher priority because it focuses mostly on the rights of males and females. Many agencies in the world today are seriously creating attention by trying to bring in the different men and women have. An example of the international women day gives the exact picture of how the society nowadays view gender. In these advertisements, gender is depicted in very many different ways. This section will evaluate each of the adverts, giving the short description of how gender is represented in each.
The first advert: His and her advert ban as TV pulls the plug on gender stereotypes
This advert is all about the banning of gender-related advertisement in TV stations Adverts encouraging stereotypes like females cleaning up or males failing to do house duties are being banned from appearing on the TV stations. This advert is trying to bring it in a different perspective by considering both men and women as equal in the community. Most people watch televisions. Therefore, all adverts done reaches a significant number of people. Even though this advert depicts men and women as entirely different, it's trying to kill that idea from appearing in the TV adverts. An advertisement is one of the many factors that contribute to the inequality in gender. Therefore, these standards set by ASA can help in limiting the advertisements.
Taking keen observation of these images, women are seen performing specific roles different from men. Women have been left for house duties whereas men.
The second advert: understanding gender
Many people tend to use and confuse these two terms, sex, and gender. When babies are born, they are either assigned male or female depending on the genitals. Once the sex is assigned, then the babies gender is presumed to be either male or female. This advert, therefore, tries to explain what relay makes a man and a woman. It gives a picture of how people use these two terms interchangeably, without realizing which is which. While gender may begin with the assignment of sex, it does not end at that point. Gender is a complicated and a complex dimension of three different factors. The body, identity, and expression. All these dimensions define gender.
This advert gives the difference between the males and the female's physique. Masculinity and femininity are always equated to some specific gender. Men are viewed as masculine whereas women are perceived as feminine. These features have been used much in these advertisements, for example, men are always considered as severe and alert, whereas women are viewed as confused, not alert, seductive and playful.
The third advert: New trend reports: Gender Bias in advertisement
This advert report and show the biases in an ad when it comes to making adverts concerning gender. Equality issues have come here too, where men and women are considered unequal even in the adverts made. Many questions have been rising concerning this discussion of gender biases in advertisements. Research shows that the advertising industries use women when it comes to advertising about house duties, whereas, when it comes to office work and dangerous responsibilities, men are employed. This shows how the society views this two groups of people. It creates a bad image more so to the young children and youths. This advert gives information about how the community has brought differences when it comes to viewing males and females. In ads, masculinity and femininity have been used seriously. In advertising men, they are often portrayed as alert, standing up, eyes open, bodies well controlled, hand in the pocket, severe and physically active. When advertising women, they are portrayed and shown lying on the floor, eyes closed, not alert, playful, careless and confused. This is a clear indication of how difference is created between males and females.
The fourth advert: The price all women pay for Gender Bias
This advert is about a boss who once called one of the lady employees and asked her about the relationship between the competence of women versus their likability in the workplace. Being that the lady had done some research about the question, she answered the boss by saying that the more competent a lady in the workplace, the less her colleagues like her. People are gender biased even in the workplaces. This advert tends to give an insight of how employers can do away with gender biases in the workplace so that all employees are regarded equal. Careers have been lost only because of gender bias, where a particular group of gender looks at the other gender as of less importance. When women are evaluated based on their performance, then they are likely to get promotions, more than the men, replied the lady. Also, she says, men have been given first-hand leadership positions compared to women.
All the images used shows a difference in physique, roles, and perception of gender. Considering the dressing codes in the pictures, most of the movies show women's bodies not fully covered, compared to men's bodies which are fully covered. All the photos communicate only information of gender difference. In all these photos, gender biases have been the critical thing. Men and women are portrayed entirely different. The society has set in us a negative thought of perceiving men and women. Gender bias should not be a serious issue as it is in this century. It should be a forgotten story, but the social media platforms have brought in various ways of making gender discrimination alive. Men and women have been depicted as of different attitudes, behavior, social status and roles played by each. With continuity of this, danger alums. Its high time our media stations and advertising stations be against any advert that is about gender discrimination.
Katie M (2017). His and her advert ban as TV pulls the plug on gender stereotypes. Retrieved from: https://www.telegraph.co.uk/news/2017/07/17/adverts-depicting-gender-stereotypes-banned-2018/amp/.
Gender spectrum (2018). understanding-gender Retrieved from: https://www.genderspectrum.org/quick-links/understanding-gender/.
The Innovation groups. (2017). New trend reports Gender Bias in publication. Retrieved from: https://www.jwtintelligence.com/2017/06/new-trend-report-gender-bias-advertising/.
Radical. C (January 2018). The price all women pay for gender bias. Retrieved from https://www.forbes.com/sites/break-the-future/2018/01/31/why-gender-bias-holds-us-all-back/amp/
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