Psychological and Social Impact of Gendered Advertising

Psychological and Social Impact of Gendered Advertising. The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals.

Psychological and Social Impact

For this assignment, select an advertisement from popular media (television, radio, or internet, for example) that clearly uses gender to market a particular product. (Victoria Secret lingerie)

Now, imagine you will be interviewing with the company that produced the product being advertised. Visit its corporate website. Note any differences between the advertisement and the portrayal of the company on the website.

In a well-written paper, describe your selected advertisement and address the following questions:

Who is the advertisement targeting? (Who is the audience, in other words?)

How does the advertisement reinforce or violate or resist gender norms?

What other sociological categories–such as sex, leisure, class, marital status, race, or age–are portrayed in the advertisement?

What psychological and social implications are conveyed in the advertisement?

Do the above implications align with or diverge from what is portrayed on the corporate website?

Will alignment or non-alignment between the advertisement and the corporation portrayal be an issue during your job interview? 

What strategies might you employ to overcome any discrepancies you perceive concerning potential gender bias? 

If you have no gender-bias misgivings, what strategies should you employ in the interview to verify your conclusions?

Your paper should be an integrated response to the above questions; do not simply answer the questions one by one. Describe, discuss, and provide critical analysis. Your paper should meet the following requirements:

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Approximately 250 words

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