Essay about Visual images Reinforce Traditional Gender and Sexuality Stereotypes

Essay about Visual images Reinforce Traditional Gender and Sexuality Stereotypes

Length: 935 words (2.7 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Visual images reinforce traditional gender and sexuality stereotypes through the manifestation of the masculine and feminine miens. An examination of print media advertisements highlights the social and cultural ideologies associated with traditional gender roles that are expected and imposed on by society.

“Advertisements are deeply woven into the fabric of Western Culture, drawing on and reinforcing commonly held perceptions and beliefs” of gender and sexuality stereotypes. They have a strong role in shaping society by reflecting, reinforcing and perpetuating traditional societal values and attitudes towards gender roles and identities. The visual images displayed in advertisements are “often absorbed into peoples learned expectation of individuals, comprising various groups, and therefore have the ability to sway individuals perceptions of and interactions with others” . These stereotypical representations of men and women depicted in advertisements invoke gender identities and reinforce societal values and attitudes towards gender roles. Renowned Canadian sociologist Erving Goffman stated that the stereotypical portrayal of gender “insinuates its way into our collective cultural consciousness, even our individual psyches, normalising certain traits associated with masculinity and femininity, men and women, and impacting upon how we frame and define gender and sexual difference in contemporary consumer culture” . This opinion reinforces the notion that the visual images utilised in advertisements reinforce traditional gender and sexuality stereotypes through the depiction of characteristics traditionally associated with masculinity and femininity.

The inherent gender dichotomies apparent in society are reinforced through t...


... middle of paper ...


...Channels of Desire: Mass Images in American Consciousness, Minneapolis, MN: University of Minnesota Press, 118 – 122.

Kang, M. (1997) The Portrayal of Women’s Images in Magazine Advertisements: Goffmanns’ Gender Analysis Revisited, Sex Roles, 37: 979 – 997.

Linder, K. (2004) Images of Women in General Interest and Fashion Magazine Advertisements from 1955 to 2002, Sex Roles, 51 (8) 409 – 421.

Sturken, M., & Cartwright, L. (2001) Spectatorship, Power and Knowledge, Practices of Looking: An Introduction to Visual Culture, 124 – 128.
McRobbie, A. (2004) Post-feminism and Popular Culture, Feminist Media Studies, 4:3, 255 – 264.
Moriarty, S. (2002) The Symbiotics of Semiotics and Visual Communication, Journal of Visual Literacy, 22:1.
McCann, E. (2009) Burberry Advertisement, June, Vogue, 14.
McCann, E. (2010) Godiva Chocolate Advertisement, May, Vogue, 18 – 19.


Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Gender Stereotypes And Gender Roles Essay

- Changes in society have brought issues regarding gender stereotype. Gender roles are shifting in the US. Influences of women’s movement (Firestone, Firestone, & Catlett, 2006) and gender equality movement (e.g., Obergefell v. Hodges (2015)) have contributed to expanding social roles for both genders. Nevertheless, gender stereotypes, thus gender stereotype roles continue to exist in the society (Skelly & Johnson, 2011; Wood & Eagly, 2010). With changes in gender roles, pervasiveness of gender stereotype results in a sense of guilt, resentment, and anger when people are not living up to traditional social expectations (Firestone, Firestone, & Catlett, 2006)....   [tags: Gender role, Gender, Role, Stereotype]

Better Essays
1165 words (3.3 pages)

Gender Stereotypes And Gender Roles Essay

- children’s television found that there is a clear imbalance between male and female characters, with twice as many male characters than females. These television programmes also often represent male characters as dominant and strong and female characters as passive thus enforcing gender stereotypes (Witt, 2000). Examples of gender stereotyping can be found in the Disney princess films which are particularly popular with children of all ages. England et al (2011) conducted a content analysis of Disney films and found that the female characters, namely the princesses, were responsible for the domestic work and the princes were portrayed as highly assertive, powerful and strong....   [tags: Gender role, Gender, Female, Male]

Better Essays
1493 words (4.3 pages)

Gender Stereotypes : Old Spice Essay example

- Gender stereotypes and roles have long been an issue within society. Today, people believe that gender stereotypes no longer exist, however, these preconceptions of desired gender attributes and roles strongly remain. Old Spice, a company producing men’s hygienic products, is known for its comedic advertising campaigns, focusing on references to traditionally desired masculine characteristics. Using gender stereotypes, they connect with the audience’s emotions and desires through humor and sex appeal, in order to convince them to buy Old Spice body wash....   [tags: Gender, Gender role, Masculinity, Male]

Better Essays
1192 words (3.4 pages)

Advertisement : A Traditional Portrayal Of Gender Essay

- Thesis: This movie poster appears to advertise a traditional portrayal of gender through the appearance of the characters and color; used in the images. However, this advertisement is actually allowing gender to be perceived in a less restrictive manner than the standard binary due to the relationship between the characters’ positioning/posture, expressions, and the colors of the environment. When initially analyzing the Tangled advertisement, I noticed that colors are a dominating feature in this poster: bold colors featured in the setting, chameleon, and on the female present, more neutral/natural colors on the male and the horse....   [tags: Gender, Gender role, Color, Man]

Better Essays
1539 words (4.4 pages)

Essay on Gender Stereotypes in Non-Traditional Sports

- Gender Stereotypes in Non-Traditional Sports Because of stress from families, grief from peers, or doubts from coaches, it is difficult for an athlete to enter a sport that has traditionally been classified as a sport of the opposite sex. Athletes love the challenge of sports, the thrill of competition, and the benefits of achieving - all qualities that men and women share - however, certain sports also exude qualities of femininity or masculinity, grace or sheer power, and these qualities complicate the qualifications to enter specific sports....   [tags: Athletics Sports Gender Issues Essays]

Better Essays
1768 words (5.1 pages)

Stereotypes in Early Gender Socialization Essay

- If we try to categorize human by the term “gender”, people will be divided into two groups, males and females. Using this kind of categorization, it is considering people who belong in the same group are similar, and these two groups are very different from each other. However in real life, men and women’s characteristics tend to overlap (Crespi) . Even people who are in the same group may have different characteristics and personalities which are formed influencing by the environment and experiences....   [tags: gender socialization, boys and girls, family]

Better Essays
1370 words (3.9 pages)

Essay on Disney and Traditional Stereotypes

- A little girl sits on the floor with her gaze fixed on the television screen in front of her, watching magical images dance before her eyes and catchy songs flow through her ears. Even though she had seen it at least twenty times before, she still loved The Little Mermaid just as much as she did the first time she watched it. As she watched it, she longed to be a beautiful mermaid with a curvy body and wonderful singing voice like Ariel. She longed to be saved by the handsome Prince Eric, and fall in love and live happily ever-after like Ariel did....   [tags: Gender Roles, Female Characteristics]

Better Essays
1067 words (3 pages)

Gender and Sexuality Essay

- Gender and sexuality can be comprehended through social science. Social science is “the study of human society and of individual relationships in and to society” (free dictionary, 2009). The study of social science deals with different aspects of society such as politics, economics, and the social aspects of society. Gender identity is closely interlinked with social science as it is based on an identity of an individual in the society. Sexuality is “the condition of being characterized and distinguished by sex” (free dictionary, 2009)....   [tags: Sociology, Gender Roles, Stereotypes ]

Better Essays
2683 words (7.7 pages)

Gender Stereotypes and the Beauty Myth Essay

- Dewing and Foster has proposed that a unisexual beauty myth may result in sexual equality. Therefore the purpose of this assignment is to investigate the impact beauty has on men and women. Thus, I look at how and why gender stereotypes and the beauty myth exist. Furthermore, I am also going to investigate how traditional beliefs of masculinity have changed. In addition, I also discuss the consequences that arise for men and women, because of the beauty myth. Lastly I will discuss the interrelation between gender and age and how double standards apply for ageing men and women in society....   [tags: sexual equality, femininity, masculinity]

Better Essays
1059 words (3 pages)

Gender Stereotypes in Media Essay example

- The judgments we make about people, events or places are based on our own direct impressions. But for most of the knowledge, we rely on media. The media actually re-present the world to us. However, the media only shows us some aspects of the world, ignoring the rest. So basically, the media chooses what is to be shown and what is to be discarded (Andrew Pilkington and Alan Yeo (2009)). . In this essay, I will explain what stereotypes are and primarily give an example of a famous men’s magazine called ‘nuts’ and explain how these stereotypes are created by print and the digital media and what are their impacts on people....   [tags: Media Stereotyping of Men and Women]

Better Essays
1400 words (4 pages)