Sociology 2172A/B Chapter Notes - Chapter 8: Plastic Surgery, Gender Role, Erving Goffman
10 Dec 2016
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Week 8: advertising and gender: gender and advertising: how gender shapes meaning. Men and women are viewed different to develop stories, create conflict, and provide persuasive imagery brings different perspectives in ads and women are still basically the same. Gender roles have changed dramatically since 1950s but portrayals of men: women now work outside the home and has also increased their power as consumers. Purchase 85% of all consumer goods, controls 65% of global spending. Men and women portrayed differently in ads, results in intended and unintended effects. Advertising has held to the traditional portrayal of women as homemakers: media portrays women: the glamorous sex kitten, the sainted mother, Internationally advertising still conforms to traditional gender portrayals. 1950s men were the breadwinners, women the homemakers. Societal changes contributed to that don"t conform to stereotypes: 80% of men believed media portrayals of men are inaccurate. Culture of beauty is good and preferable to ugliness.
