Gender Sterotypes in Advertising

The gender roles of men and women in American advertisements often reflect the gender roles in the general society. Men are often portrayed as strong, assertive, and intimidating, while women are often seen lying down in submissive and sexual positions, showing the woman’s powerlessness. Advertisements often perpetuate gender stereotypes in an attempt to attract primarily one gender, instead of breaking out of gender roles to attract all genders. In Absolut’s advertisement in Rolling Stone Magazine, introducing their new Orient Apple Vodka, the woman portrayed in the advertisement breaks out of gender norms for women in advertisements. Through depicting a strong, confident, yet sexy woman, the advertisement appeals to both men and women.

Absolut’s advertisement portrays a beautiful yet powerful woman in control of her surroundings. Bordering the top of the advertisement are fall colored leaves with green and red apples. The backdrop is a golden, misty mountain range. In the center of the advertisement, there is a woman with wavy hair. She is staring directly at the audience and has her mouth closed. She is wearing a red top that is not revealing and she is wearing a short skirt. Her long legs are outstretched, with one of her legs hanging down, while the other leg is bent. Her hands are clutching a dragon beneath her. Bordering the bottom of the advertisement is a grassy area. The vodka in it’s bottle, along with a glass of the vodka with ice, lemon, and herbs sitting next to the bottle is seen in the bottom right of the screen. The bottom of the advertisement, which is separate from the visual part, says, “Introducing Absolut Orient Apple Cocktails Perfected.” With “introducing” on the top line and in cursive writing, “Abs...

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...rong woman to attract both men and women buyers. This advertisement is another sign that women are rapidly increasing their power and influence in America. Women are filling jobs now more than ever; they are getting higher college degrees in record numbers; there are now a record number of women CEOs leading Fortune 500 corporations. As women’s influence increases in America, the advertising industry must also change their tune from the objectification and eroticization of women to advertisements such as the one featured in this analysis. Advertisements also must not just focus on attracting exclusively women buyers either. Absolut’s advertisement is a sign of an important step that advertisers are taking in an attempt to even the playing field, end the stereotyping of women and men, and even maximize profits by appealing to the largest demographic – men and women.