"Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States"

Google Images 2012

Many researchers and feminist have demonstrated a deep concern for the messages that advertising give to women. Advertising portrays roles that women are seen doing within those advertisements. It is believed that advertising influences society's perception of what the appropriate sex roles are. These are ideals that are instilled into women. Advertisement reinforces the proper sex roles that are created by society. Such advertisements are Detrimental to society because it creates stereotypes. Advertisement that portrays sex roles and causes sex role stereotypes. These sex role stereotypes serve as poor models that demonstrate unsympathetic opinions if individual differences.  Some supporters of advertising state that advertisements simply show what already exist, like a mirror. Yet advertisement reflects  culture's sex role norms. Cultural differences are shown in advertisement. Sex roles in three countries were examined; the United States, Mexico, and Australia. These three countries were chosen in order to compare the different cultural values that are found within advertising. The study came with the conclusion that advertisements show ideal sex roles by molding sex-typed behavior. The manner in which men and women are depicted in media, reflect sex role stereotypes. Sex role stereotypes were found usually within print and broadcast advertising yet now it is exhibited in various media sources. These advertisements are concerning due to the fact that the media in which they are being exposed in are where children are heavy users and viewers. When children see and grow up viewing such advertisements that convey sex role stereotypes, they begin to perform the sex roles they see. Young girls are forced into the ideals that such advertisements demonstrate, creating various problems with self-esteem and health. Such stereotypes also affect young boys. Young men treat the female figures in their life the way they have grown up seeing in the media. Not only are the behaviors expressed in female figures but in their behavior. Young men try to be masculine and they believe that the more tough they are the more masculine they are. Such views in advertisement is greatly affecting the children.          



Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States
Mary C. Gilly
Journal of Marketing , Vol. 52, No. 2 (Apr., 1988), pp. 75-85
Published by: American Marketing Association
Article Stable URL: http://www.jstor.org/stable/1251266