Stereotypes of Men in Advertisements

Men's stereotypes in advertisements are recognized by social media through realistic visual representations seen by mass media and affect the formation of people's world awareness. Our daily reality is expressed mainly through what we see in the media. The role of advertising in realistic interpretation is very important. The target audience's self identification and image are basic prerequisites for the effectiveness of advertisements and make advertisements one of the most important elements in establishing behavioral models and value systems.

Images of men and women in early advertising are very strict. Women are expressed as dependents, passive, and family, while men are said to be self-reliant, positive, confident, and focused on work. Advertisements from the 1970's to the 1980's were particularly difficult to introduce people who did not have a specific gender role when advertising specific products of a specific gender, so continued to draw a fixed idea of ​​gender It was. Advertiser strategies that attract people's intentions and behaviors tend to favor gender stereotypes (because people are familiar with gender stereotypes and are familiar with them) (Morrison & Shaffer, 2003). The depictions of sex in the context of advertising turned out to dominate primarily stereotypes, men and women, mass media, music, movies, and print media.

Such stereotypical idea of ​​gender adversely affects both female and male. A new report on gender fixed ideas in advertisements from the Advertising Standards Agency (ASA) and the Advertising Business Council (CAP) states that gender fixed ideas "cause mental, physical and social harm, I will limit it. " Especially it is easy to internalize the information seen by young children. A report titled "fraud, perception, and injury" claims to need to imitate "advertisements on a wider line" with the role of stereotypes, or advertisements for people who do not meet gender stereotypes There.

In the past advertisements were drawing women and men as different subjective expressions (housewives, gambling etc.) but modern advertisements are no longer limited to traditional roles anymore. However, today's advertisement is male and female stereotypes, but it is a more subtle way, including sexual orientation. Women are usually targeted by gender in advertisements. In male advertisements, they are usually short, placed in the background of the image, displayed in a more "feminine" pose, and usually exhibit a higher "body display".