Ethnicity And Gender In Advertising Analysis

Ethnicity is defined as an identity that relates to cultural ties and is based on a common nationality or shared cultural traditions. Ethnicity and gender are used together in advertisement. Race is defined as a socially constructed view that divides people based on the assertion that there are biological or genetic traits shared between those who look alike and is often based on skin tone (“Ethnicity vs. Race”). Race is also used in advertisements with ethnicity and gender. Television has often used their advertisements to display gender stereotypes. One way ethnicity plays a role in advertisements is that Asians are often seen working in a business settings or working with technology. Ethnicity and gender are often displayed together in

A lot of times, it’s based on gender-related content in advertising. Children’s awareness of gender-related content in commercials that depicted traditional and nontraditional gender-role stereotypes has been studied by Kolbe and Muehling, according to Bakir and Palin. A key variable in determining a child’s attitude towards ads based on gendered relationships is determining the children’s attitudes towards certain ads and brands. Understanding that children have certain attitudes towards ads that have gender-stereotyped content is important. Another reason some children may have certain attitudes towards advertisements displaying gender in a certain way is because their parents may think of the advertisements in the same way. However, there’s no one way to describe how all children feel about advertisements using gender to sell their products. One of the reasons is that not all children understand gender in the same way. Sometimes, this is based on age and sometimes, it’s based on the way a child is being raised. Since this is the case more often than not, children may already have preconceived ideas of gender and how their gender is supposed to act. For these reasons, children should not be subjected to gendered beliefs in advertisements (Bakir and Palan 2010). One of the reasons children are subjected to gendered beliefs in advertisements is because of gender stereotypes (Browne

It is a huge problem when it comes to children’s advertisement. Gender stereotyping involves stereotyping typical gender practices and making them seem completely normal. Oftentimes, the gender discourses used in advertisements mirror gender stereotypes (Coleman, Catherine and Zayer 2015). For example, women are often depicted as dependent and emotional. This has been widely criticized. Also, girls are more likely to exhibit behaviors such as touching people or objects. Boys are likely to be seen as dominant in commercials (Browne 1998). Another thing that happens a lot is boys are seen as active and aggressive, more so than girls are. Girls are often depicted as shy, giggly and less likely to assert control or be dominant. These messages reflect what society deems as appropriate for any particular gender. Children see these commercials and are likely to think that’s how their gender should behave. Therefore, they are likely to think they should act that way. This kind of thinking could also lead to them possibly discriminating against someone in the future who doesn’t identify as male or female. Since gender is a social construct, no one is going to fit into the box that is defined as gender. We are all going to do things that are outside the box of gender. Gender stereotypes in advertisements should be