Gender Stereotypes in Advertising

We could notice an attmpt to reinforce/emphasize gender stereotypes. This is clear in certain

statements pronounced by the various speakers and the images pictured or featured
throughout the ads which show an attempt to fall within the expectations of the vewiers ie
present what the viewers expect to watch, hear…
Household chores are portrayed as a private action done by women and women only across
time.

In the second ad, the husband expresses his annoyance with the fact that he/his son can’t find
clean socks in the house, something that the wife should have done. So they opted for
alternative ‘stupid’ solutions. In the third ad and though it encourages men to man up, it sells
the product by means of asking men to use it instead for their wives to do it. We can deduce
that men often do not have the eagernss to do it , so instead of waiting for their wives , they
can use the product and hence show they are men enough to do it.

The featured ads, allow us to understand the way stereotypes were inscribed across time in
human societies.
Illustration of the main paragraphs that make up the text.
The renaissance helped inscribe the image of women as caregivers and homemakers.

1. Women were deprived from enjoying fundamental human rights and or civil rights such as
voting, owning real estates (lands , houses…), choosing their life partners…

2. Women were abide by social constraints.

3. Those who stood against those social constraints or tried to break them were subjected to
imprisonment or exile.

4. The 20th century is a turning point in the history of women’s recognition given that they
succeeded in acquiring such rights as work when they had to substitute men particularly in
manual work given that the formers had to fight in the forefront during the two world wars.

5. When the wars ended, they were asked to go back to their previous lives but they were
unwilling to do so and succeeded in proving themselves in various fields such as nursing and
education.

6. Second wave of feminism: 1960s onwards

7. Third wave: 1990s