Current Types of Gender Roles in Advertising

Whether you realize it or not, gender roles are everywhere in advertising. Men, women and children are depicted in a way that is acceptable to the norm within society when used as an advertising agent. Women are traditionally domesticated or used as a sex symbol, while men are shown as the big, strong breadwinners in society.

Children

• Gender stereotypes are promoted even from a very young age. This is true in how boys and girls are portrayed in advertising.


• Boys are often portrayed as active, outgoing and dominant. While girls are portrayed as shy and timid most of the time.


• The toys that are marketed to each gender reinforces the stereotypes that are common for men and women. Little girls are sold kitchen sets and baby dolls, while boys are sold toy cars and action figures. 

Women

• Women are usually depicted in a domestic scene buying groceries or other household items. This is to reinforce the role of a woman in the home.


• Some companies choose to depict women as a sex symbol as well. Showing sexy scenes or vulnerable women with barely any clothes on.


• Products designed for the home or for children are usually marketed to women in a way that they can relate to.

Men

• Men are depicted in a positive way in advertising. Usually being portrayed as hard working, smart, successful and powerful. Reinforcing the common views of men.


• Heterosexuality is often pushed in advertising as well, showing that the object of a man’s desires should be a woman.


• Most men are portrayed to be the provider, reinforcing the fact that it is a man's job to go to work and take care of his wife and children,.