The Influence of TV Advertising on Gender Identity

Television is the industry which most rough-cutly guilty of perpetrating gender roles and stereotypes. genuinely sharp contrasting stereotyping of gender roles on television bay window be noticed in commercials and advertisements. Gender stereotypes can as well as be found in electric shaverrens TV programs. Television fails to exhibit the world realistically to its viewers.

Day fourth dimension advertisements on television tend to acquaint men in stereotypical roles of authority and patriarchal dominance, art object women ar associated with traditional roles of the housewife. Females be shown maintaining the perfect household, with their primary conclusion being to take care of their married man and or family. Housewives are seen as happy to serve others and to relinquish their spare time and personal needs; all in an effort to tick that their families feel loved and cared for. (Niemi 1997).

Throughout out day time commercials there are never any connotations of single families (Niemi 1997), which in realism being a single parent is a common occurrence. Some advertisements may even play on a womens guilt and insecurities, showing them that by using their product it leave behind help them maintain the perfect household (Niemi 1997). These advertisements tend to be conservative, showing a females existence completely dependent on her family (Niemi 1997). During the day women are completely defined by the go they provide; a clean al-Qaida, prompt meals and a caretaker (Niemi 1997).



Females are never defined by their intellectual skills outside the home (Taflinger 1996). These commercials generally show women in a position of cooking, cleaning, child care and maintaining an attractive appearance (Craig 1992, 209).

Men are portrayed as the primary charter in less than half of these commercials. When they do appear they are shown as a celebrity spokesperson, husband or professional (Craig 1992, 209). These images may be unconscious internalized by women, giving them the mental...

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