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Abstract:
The objectives of this article were the identification and analysis of certain gender stereotypes broadcasted through Romanian mass media advertising, which reflect the traditional views of the two genders. First the nature of stereotypes is explored, in their generic sense, defining them from a cognitive approach. After that, the article explores how the stereotypes about men and women are promoted and reinforced through the image and messages in ads. Finally, the conclusions were drawn.
Keywords: advertising, stereotypes, gender role, sexism.
1. Introduction
During their lifetime from the earliest age, consumers are exposed everywhere to millions of advertisements. The main precondition for successful advertising is that it gains the recipient's attraction which itself is the precondition for creating his or her desire for the product. In order to fulfil its task, advertising often operates with wishes and "produces" idealistic images, pictures and photographs that are more powerful than words. Some ads promote characteristics of the advertised products and the advantages these have compared to similar products; others promote values and concepts of self-worth, ideas of what success is, and above all, they sell ideas of what is considered normal. Some ads display the representations of women and men, and others portray an ideal image of love, friendship and relationships and tell us who we are, what we lack to be happy and healthy and popular, and, of course, give us a cure for everything we are supposed to buy. They tell us who we should be, what we should look like, how we should love and whom, what is acceptable and rewarded and what is shameful and despised. But not all advertisements possess positive connotations because some of them convey all of these in an exaggerated, parodist and idealistic mode in order to drive to consumerism. With the increasing propensity to consume, increase pressure to keep up with the peer group and desire for a better lifestyle. To promote their goods and services, to establish a rapport with the prospective customers and to influence their responses to advertising and purchase behaviour, advertisers and marketers illustrate frequently the social groups in a stereotypical manner.
2. What is a stereotype?
The term stereotype derives from the Greek words στ[varepsilon]ρ[varepsilon]osfgr; (stereos), "firm, solid" and τ?ποsfgr; (typos), "impression"...