Gender Roles, Commodification and Advertisements

Advertisements make many claims about gender identity. Advertisements use visual images of men and women to attract our attention and persuasiveness. They actually predict gender and show how they think of male and female behaviors rather than actual behavior (Goffman, Erving.Gender advertisement). They are not selling the goods themselves, they sell hope, anxiety, and imagination. The product is manufactured at the factory, but the strategy to sell is done in the advertisement room.

Gender advertisement is an image showing gender role in advertisement and stereotype of impression. Gender representation is frequently used in advertisements to determine the role of a gender, and some scholars believe advertisers are obsessed with gender. Advertisers focus on gender relationships as advertisers can easily use this theme for their jobs because people define themselves by gender and sex is "at a glance". Researchers have studied the impact of advertising on body images, from psychologists to marketing experts. "We recently know that the media is closely related to the image of the body, especially the image advertisement of the body expresses our own body image.The media has had a big impact. Women occupy 85% of consumer purchases.

The role of gender in media and advertising is affected by humor. In advertising, the role of gender is often used to promote products. There are various stereotypes for humorous advertisements for men and women. Stereotypes can lead to misuse of simplified concepts and knowledge assessment. Humor is created in two steps. The second is to experience this humor if you solve this discrepancy cognitively. When things look like normal, humor will happen and problems may break our expectations. Men can do housework with housekeeping, but women play an independent role. This will break our expectations and social norms on the role of gender. Exaggerating these gender norms is probably humorous.