Gender Based Advertising

Agasi Guliyev Group G

Writing and Information Literacy II

Essay – Final draft

Date: 17/ 03/ 2014

Gender-based advertising

The advertisement is the promoter of trade which is a substantial advantage of modern market. People may consider ads negative and annoying, but no one will deny their contribution to the development of the advertised product. This development is really noticeable because commercials influence people's opinions and decisions so that, no matter, whether a potential buyer needs a product which is offered for him, he may become interested in it. However, there are adults who satirize ridiculous ads and are able to make own purchasing decisions. Therefore, a lot of commercials are targeted for children's attention because they are not able to rationally perceive and analyze them. One of the effective ways of promotion of goods destined for children is gender-based advertisement. However, the fact that not all of the children are influenced by advertisement stereotypes should be considered by advertisers.

Most parents suppose that decision of buying toys for a child depends on his or her gender. Thus, most boys are used to play with action figures while girls prefer to play with dolls. Parents also differentiate toys are by their colors: dark for boys and bright for girls. By watching TV commercials, we can realize that the advertisements of toys are also based on gender preferences. Ads for boys portray action, fighting and racing, while they are more peaceful and calm for girls. By following these efficient types of advertising stereotypes, suppliers capture the attention of children who are easily influenced by them. Producers of goods have realized that children are ideal target audience. According to Albert Bandura, "Considering the number of hours of television that children watch, their exposure to televised models through programs and advertisements may even be greater than their exposure to their own parents’ behaviors" (Bandura, 1969). Besides the fact that they spend a lot of time in front of TV, children are more trusting and receptive than adults. In this regard, the stereotypes of femininity and masculinity in the advertisements for children act as real selling points. So, the usage of gender stereotypes in advertising divides toy goods in two parts according to the gender for which they are intended.

The influence of media, particularly advertisements, on preservation of gender stereotypes is huge. First of all, it is the result of advisers' will to have certain profit from society with the help of ads. They base their commercials on stereotypical preferences of society. However, it is better to analyze, whether it is normal to have stereotypical choices. In the modern world the pace of life has markedly increased, so, stereotypes function for the economy of efforts and thinking. They help people to participate in joint activities, develop common thoughts and outlook. According to the Galen Bodenhausen, "There are lots of situations in which people feel that their stereotypes are accurate and that relying on them is pretty reasonable thing to do" (Bodenhausen, 2005). We all exist in extremely diverse environments and do not have enough time, energy and ability to analyze all aspects of each person, event or situation that we face. People use stereotypes in order to react without thinking when they are faced with particular events. As a result, our some choices are also stereotyped. It is a beneficial element for the suppliers of these choices, because they make up their ads based on stereotypical options.

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