media has an important role in representation of different groups in society, television has the most power among the people. television programs mirror dominant gender relations and patriarchal values that still remain in post- modern societies.
stereotype on women in advertising
in the washing powder ad
- always show a women on that ad as washing the whole clothes specially the men’s clothes
- show the women in the kitchen / in the home
these are unrealistic and stereotypic , based on older patriarchal models and values. from the another point of view , they mentioned that the women is the duty of men.
in the perfume ads
- show the women as a sexual object
- women addicted to the men
see this ad: http://www.youtube.com/watch?v=YzSQtMhC_Xg
this ad for the men’s deodorant, but why they used women here? and they show the women as a pure sexual object, they never think about the women as a subject.
this men’s fairness cream
- show the women as passive
- show women as a fashion icon
- show, women always focus on the body of the male
in the children’s advertisements also represent the girl child as powerless, emotional and victims. from the childhood they started to talk about the gender issues, not only in the real life but in the media field also.
advertisements mainly represent gender roles of women in a traditional way.nowadays women are in the whole field. currently we can see some advertisements with post modernist idea, but still most of the ads following the traditional way. it should be change in future
