Holly Devor acknowledges that there are certain characteristics assigned to both males and females. These characteristics are classified according to the traditional roles of men and women in a patriarchal society, asserts Holly Devor. Devor states that many aspects of masculinity and femininity are the result, rather than the cause, of status inequalities. There are many examples of gender stereotypes in society today. For example, one very influential source is the media. Magazine advertisements portray many of these characteristics of male and female stereotypes.
Devor explains many of these characteristics which are evident in these advertisements. According to Holly Devor there are many different aspects that clarify what it means to be masculine or feminine. Devor states that it is feminine to keep your arms close to your body and your legs closer together. People also look feminine when they point there toes in an inward position and use their hands to communicate. Smiles are also feminine qualities says Devor. Masculine body postures are expansive according to Devor. Men tend to stand, sit, or lie down with their arms and legs far apart. Taking up as much space as possibly to show their masculinity as described by Devor.
Stern and aggressive facial expressions are also attributed to masculine qualities. These three advertisements are very similar in the message they are sending to the reader. All three of these advertisements show both men and women interacting in an everyday atmosphere. All three of the pictures are reinforcing gender stereotypes in society. Each photograph shows a male in total control over his female counterpart. These pictures are typical of what Devor writes about in her article.
This paper explores gender-role in modern advertisement. Sample modern-day advertisements will be analyzed in relation to gender-roles. Gender-role refers to a person’s way of actions and thinking that is identified as either related to male or female characteristics (Haig, 2004). It is a set of expectations on how females or males should think, behave, and feel. It is in the adolescence stage ...
They all show the stereotypical postures, facial expressions, and dress of a patriarchal view of the society we live in. These advertisements are very good examples of the typical stereotyping that goes on in our society. In my opinion it is the inevitable that gender stereotyping will exist everywhere in society. From the workplace to the home and in the media, it is everywhere. Two of the articles are clearly reinforcing the patriarchal society. Both males are undoubtedly in control of the women.
They are portraying dominant male figures in a so called male dominated world. In the Trussardi advertisement the man is taking up a fair amount of space. His legs are very far apart and his hands are on the womans hips. This signifies that he is in control of her. It also portrays a sexual innuendo. His hands are over a very sexual spot on the woman. On the other hand, the woman is very confined in the picture.
Her arms are crossed, almost as if she is protecting herself. Almost as if she is afraid he will touch her breasts because he has such control. She also has less of a comfort zone. Her legs are very close together which shows her femininity according to Devor. Her outfit is similar to the look of a straight-jacket. She is clearly being dominated by him.
In the Louis Vuitton advertisement the man also has clear control over the woman. He has her arm grasped very tightly and seems to be leading her someplace. He is dresses very business-like and is wearing sunglasses which make him look very stern. No facial expressions either. He is very blunt looking. The woman is not showing any resistance to him.
She is dressed in a very skimpy outfit, revealing much of her body. The upper part of her chest is exposed and her legs are very noticeable. Both of these advertisements emphasize the points Devor made in her article. They both symbolize a male dominated patriarchal point of view, and both attribute the characteristics of masculinity and femininity as described by Devor. The third and final advertisement, is about a perfume. In this advertisement the same theme is given. A male dominated stereotype is the focus in the Navy advertisement.
... the family is male. Labour market segmentation along gender lines generates structural wage differences between men and women that are ... women in the past, we can highlight some of them. Recruitment. Very often job advertisement state or imply a preference for male ... doctrine; marital responsibilities. Our society is still based on the traditional stereotypes of male workers and female householders. ...
Once again reinforcing gender stereotype, the male in this photograph is positioned in a manner above the female. He is positioned this way to show his power over her. Being heightened above her represents his dominance as a higher power in society. He is well dressed, also in a suit as were the other men. He is clearly showing control because it looks as though he is making the initial move for the kiss. He wants a kiss, so he goes and gets one. He also has a very big comfort zone. Occupying most of the table with his arms.
The woman in the picture is dressed very sexy. Her body is very exposed. Her legs and arms are bare and her cleavage is quite noticeable. This advertisement also has all the elements Devor described in her article. Without a doubt the media in our society portrays these gender stereotypes. Will it ever stop? Is our world destined to be a so called stereotype.
These advertisements were good examples of the way gender stereotyping is associated in todays society. Particularly the reinforcement of gender stereotyping. The media focuses on producing such advertisements that clearly brings us back to a patriarchal view of society as a whole. It generalizes men and women with certain characteristics that are inescapable. Leading us, the people to believe that women are meant to be a certain way and men are meant to be another way. It does not give us much room for change. It is almost as if it is etched in stone, the way men and women should stand, walk, talk, dress, et. Isnt the world about expressing yourself in a way you see fit and comfortable for you? Not living up to the standard of what is expected is like a crime.
It seems to me that there will be reinforcement of gender roles until the end of time….