The advertising world and gender stereotypes, mirror of our reality?
We see and hear advertising frequently, either inside or outside our homes, because advertising comes to demonstrate in different media such as television, radio, mobile devices, newspapers, magazines … and in various ways such as posters, ads, advertising fences, networkssocial, among others;It is a form of communication used to sell or promote products or services, however I have come to understand that advertising in addition to performing its main function, tries to generate a series of impacts on its consumers to be able to communicate a message or also create a habit ofpurchase and a loyalty situation in the face of brands.
Advertising can not only limit your products or services only with the aim of selling them, it is a good option that advertising is a reflection of the society to which it is directed and can connect with us, but at the time when you areLink or address issues about gender roles or stereotypes, could be the opposite, since they can communicate a wrong message to the audience.
Conceptions such as "Women are in charge of home tasks" is a stereotype that is often present in several advertisements, advertisements about cleaning products, kitchen and appliances are mostly starring women, when there are currentlymen who also dedicate themselves to these tasks. "A woman with a thin body and a face without imperfections is beautiful" in advertising, an ideal about beauty, thin bodies and perfect faces are frequently presented are images that prevail to this day, as in clothing and cosmetic ads,Rarely the brands include other types of bodies, appearances or styles of women in their ads. "Boys play with cars and girls with dolls" "Girls wear rose, boys in blue," the little ones learn the roles set for men and women often through advertising or certain differentiations madeIn some products and other behaviors or tastes are excluded that children may have. "Man is strong, expert and professional" it is commonHe presents it as the man in the house. Both men and women have been "labeled" under different stereotypes, this consciously or unconsciously has shaped the thought of society and has enchanted us in roles that do not necessarily represent us. “We are afraid of representing the stereotypes, but also to break them and that are not admitted.”-Ana Torres, Advertising and Media brand director of the Masmovil Group.
When we do not feel satisfied with what we see, it takes us much more, to be more demanding and to ask for content in which if we can feel represented, as consumers this forces brands to listen to us, rethink their objectives, to embark on the challenge of being responsibleWith communication and really leave a positive impact, while selling. That is why the panorama of advertising is being transformed, we already know that gender stereotypes are not only limited to the female world, so marks such as the Lululemon campaign, which it discovered through an investigation, that 35%Of the men in the United States they consider that being mentally strong is one of the most difficult things today, they launched a campaign with Orlando Cruz, the first professional boxer who has openly declared his homosexuality. Or also, She’s a Lady, for H&M “Compare yourself as a lady!"That is not said, that is not done, you should not eat that if you want to be desirable, you can’t wear. An advertisement with women who behave as they want, who follow their wishes and not stereotypes, who step strong and do not shut up their voice.
I am convinced that the use of stereotypes in advertising has been transformed and there is a change in the representation of men and women in advertisements, society has become more critical and demanding regarding the advertising pieces that brands produce. Now brands can be used as a basis to show another reality. Likewise, brands have learned to meet their clients, their particular needs and interests to create specific segments and reach them with relevant messages, abandoning prejudices. However, I consider that despite the fact that changes are visualized, there is still much to do, since they are still in force and certain gender stereotypes continue to be reinforced, mainly continuing to show women and men in situations such as, the woman in cleanlinessfrom home and care of their personal beauty;And the man occupying positions of greater responsibility than women. If the brands want us to identify and recognize ourselves in their advertisements, it is time to see us incorporated into these as we are truly, without support and out of stereotypes.
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