Advertisement: Gender Stereotypes


This Betteridge jeweler ad caught my attention right away.  Most advertisements you see for fine jewelry feature beautiful women, in a beautiful surrounding wearing one or two pieces of merchandise. When you think of most commercials or print ads jewelers usually depicts a man purchasing jewelry for a women, whether it be for a special occasion or and engagement. This print ad takes a completely different approach, focusing on the quality and cut of each diamond rather than who it is for.

While the man in the advertisement contradicts the stereotype he is also going against most ads that show men as being masculine and strong. The way he holds his hands around his face and the crown on his head conveys the image of a women.  The confusion of what you see and what you think you should see from this type or ad is what draws you in. The most insignificant image you see in the whole thing actually carries the most significance. Once you read the text in the top left of the advertisement you realize that jewelry should not be about who is wearing it or what it is for, but how well it is crafted, set, and appears on the owner.


As a man can you honestly say that you would like to be seen at a party drinking a “diet” soda? The term diet carries its own stereotypical ideas and images, so is it the fact that Dr. pepper changed the taste, or the image on the can, or the fact that they clearly state “it’s not for women” that will draw men to the drink?  This advertisement directly attacks the stereotype that diet soft drinks are for women by stereotyping the drink for men. In a perfect world the advertisers will have men drinking the beverage because it is made for them, while women will consume it just to spite the men for they feminist approach.

Image is what this whole take is about. If you compare the Dr Pepper 10 can to a diet Dr Pepper can you will notice there are no tiny gold bubbles on a light background with bright gold writing, but a solid, bold, gunmetal grey can. The only thing they are missing is an aged bottle of whiskey to complete the entire masculine approach. the direct phrasing and target marketing will only go as far as the gender stereotype allows it before the consumer actually tries the product, which is in fact the goal.


Whoever said there was anything unusual about a girl putting on a bit of makeup before entering the boxing ring was crazy. This full spread Covergirl ad counters multiple gender stereotypes. When you see an advertisement with an athlete in it they are usually male and they are usually promoting masculine products. When you see a women in an advertisement she usually is not in boxing wraps and depicting strength. Covergirl changed and merged all prior ideas to show that all women can be strong and still be beautiful at the same time.

This advertisement does still fit into the stereotype that only women are the ones to wear and use makeup.  They are not trying to go completely away from the age old close up photo of a woman wearing their product, the only thing they have changed is showing that women in a more powerful light. This ad will still draw the attention of women who would buy the product from a elegant woman in a dress, while at the same time it will bring in new customers who want to take there masculine attributes and add a little elegance to them.Image

When I first saw this advertisement my immediate reaction was to how much it counteracted the gender stereotype of nurses being women. Once I really started to think about it though, I think that is plays into the stereotypical male mindset and lifestyle. The advertisement does not show a group of nine men wearing scrubs trying to look the part, it shows half the men doing stereotypical tough, manly man activities such as rugby, martial arts and snowboarding.

The other very interesting thing to me about this ad, in my opinion, the phrasing “are your man enough…to be a nurse.” To me this question stereotypes men the most. The question acts as almost a challenge saying if you really think you are big, tough, and manly why don’t you be a nurse. Attacking a challenge and not wanted to be proved wrong most men will want to answer a question like this. The final thing I was drawn to are the bold words near the bottom that once again spark interest in the male gender. The importance for a career, intelligence, courage and skill is only and after thought to the previous question.


This advertisement for a clothing store stereotypes women without even showing one in the photo. It is hard for me to tell what the advertisers are trying to do by showing a disheartened looking man wearing a dress and holding a baby. I feel as if they are stereotyping men by saying that they can not/do not want to be a a part of the childcare process, while at the same time they are saying there should be a woman in the position.

What would the world be without women? The funny thing to me when I think about this saying while looking at the man holding the child is while the store is saying they do it all hey are also playing into the female stereotype that all women are the ones who need to stay home look nice and take care of the children because in idea they have just replaced a woman with a man in the photo.


In summation I believe that all advertising is based on stereotypes. Without stereotypes there are no target markets or points to advertising at all. If you are not going to play into the ideas of a gender, race, age, or belief then there is no reason to even produce the ad.


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