Gender Representation in Advertising

Representation of gender in advertisement is contrary to the main role in our history and the roles of men and women in society have changed dramatically. In today's modern culture, women started shaking off the patterns society gave her. It is impossible for present gender expression in mass media advertisement. Men are described as being tough, controlled and aggressive, but it can safely be said that women are considered sexually, fragile, exotic.

"Gender advertisement" is a book published by Canadian social anthropologist Erving Goffman in 1979. It is a series of studies on how visual communication, and the expression of men and women in advertisements convey the predictive nature of male and female images in advertisements. Subtle potential information on characters. This book is a visual article on the differences in roles and advertisements by sex, and the symbolic meaning included in male and female accounts in advertisements. When a couple uses it in advertisements, the gender role each person plays also sends a message. The couple's interaction shows relative superiority and power, and may express the role of one or two partners. Information is often very subtle, and from time to time advertisements are interested by changing stereotypes. For example, companies such as Spotify, AirBnB, Lynx, and Amazon use homosexual couples for advertisements.

This survey, which was announced today (June 21), reviewed the archives of the Cannes International Film Festival 2000 and the winners and short films of the Cannes International Film Festival and Film Craft for the past 10 years. It uses automation to analyze gender expressions in advertisements and raise awareness of explicit and implicit gender bias in advertisements. Overall, there are many men displayed on the screen than women in all advertisement categories, and no improvement has been seen in the past 10 years. The percentage of women in advertising in 2006 was 33.9%, slightly increased from 36.9% in 2016, while men changed slightly from 66.1% in 2006 to 63.1% in 2016.