Sociology 2172A/B Lecture 8: Gender and Advertising
26 Nov 2016
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Girls are generally seen in fewer commercials than boys. Around the world, girls are valued less than boys: women can"t vote, drive cars, etc, boys might get fed before girls in developing countries. Portrayal of women in ads: tied to the home. Worked done in home is valued more than work outside the home. Women don"t get paid for their work (taking care of the home) unlike men whom get paid for industrial jobs: thin and beautiful. 5% of women can match the figures seen in media. Subordinate: subservient to men, sex objects. Creates an image of the perfect men or women. Less than 5% of the population are able to achieve the ideal" body. Now seen that more men are suffering from eating disorders. Sexualizing men a lot more in modern day. Advertising needs women to feel insecure about themselves or they will not generate more capital . Introducing skin products for men to look more desirable.
