GENDER STEREOTYPING
Gender stereotyping has been prominent in society since the beginning of advertising. It affects people of all ages, from targeting children to adults. Part of the reasoning gender stereotyping continues to exist is because advertisers mirror the life's of their target market. No woman is going to trust a man who promotes a new lipstick and the same might apply to a man and say power tools.
It is true that we have come a long way since woman rights and women are now willing to cross the border into
the mans world, men however are not as eager to cross to the women's
side. Even Barbie refused to live in under Ken's shadow, and created a
new life without him.Study's done on children have shown that little
girls are more likely to play with boy toys and wear colors that used to
be limited to boys but boys are not likely to play with girl toys.
Advertisers have learned that men and women respond to different types of ads. Some ads that are specifically aimed at men, may feature a confidant man surrounded by pretty women. Women, on the other hand might be thrown off by this concept and might even find it degrading to women. Some ads like certain beauty products will only target women, knowing they will be the biggest consumer of the product. Then there are some ads that manage to target both audiences equally by depicting an image that influences both genders on different levels.
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