Jackson 1
Hannah Jackson
Mr. Harward
A.P. English Language 1B
Argumentative Essay
December 15, 2012
Gender Stereotypes in Advertising
By the age of 65, an average person will have seen about two million television commercials and
advertisements. In just one year, 250 billion hours of television are watched collectively in America.
While over six million videos are rented each day, the sum of items that are checked out from public
libraries across the country is a mere half that amount (Herr). It is obvious and apparent that the
media—especially advertisements on television have a large impact on society. Our world is centered on
technology. The more a person allows advertising to affect them the easier it is for the stereotypes of
today’s world to infiltrate their thoughts and eventually their actions. The stereotypes most commonly
encountered in advertising are against woman—specifically stating that women are either housewives
or sex-selling objects.
These harsh advertising techniques cause stark self-esteem issues in many young teens. It has
been proven that depression, eating disorders, and substance abuse can be linked with exposure to
these advertisements (Coulson). The effects gender stereotypes have on women in society are farreaching and severe. Teenagers across the globe are taught to “aspire to be as beautiful and successful
as the women in the advertisements are presented as being… Beauty and hair-care products are
presented as the best way for women to make the most of themselves. [These advertisements] usually
feature attractive, slim, and flawless women” (Wilkinson). Women of every age, race, and walk of life
struggle with body-image because of the advertising techniques used to portray the life of an average
Jackson 2
woman as sexual, needy, and insignificant. The degrading images of half-naked women seen in
advertising overpower the honorable opinion of women universally.
For a young woman to be accepted into society, she must have amiable traits that coincide with
today’s world. Advertisements have convinced the general population that ‘amiable traits’ are founds in
beautiful faces, long legs, and slender waist-lines. Girls have been persuaded that they are mistakes
unless perfectly proportioned. Models are praised for their beauty and poise. The affect this has on
women is remarkable. Women have become addicted to the portrayal of perfection. The Victoria’s
Secret 2012 Fashion Show attracted nearly twice as many women as men from the ages 18-34
(Jannarone), contrasting previous years where the male audience was significantly larger. The fashion
show “has become Victoria’s Secret’s biggest marketing event.” Women are attracted to this event
because of their opinion of how they should look.
In many cases, advertisements for dieting techniques are geared toward women as well. These
advertisements target the weakness of a woman’s self-image and use it to their advantage when selling
products. Luna Bar, a branch owned by Clif Bar & Company, manufactures healthy granola bars which
state they are “made for women” on the package (“Luna”). The only nutritional difference between the
gender-neutral Clif Bar and the womanized Luna Bar is that Luna Bars contain zinc while Clif Bars do not
(Fiorucci). The Luna Bar website states that zinc is “an essential mineral that enhances immune function
and cell growth and maintenance.” Although Luna Bars are made for any person, they are advertised
specifically to women with phrases such as “low calorie,” “no guilt,” and “indulgent.” These
advertisements appeal to women because of the universal female weakness of body-image.
Another contributing factor of low self-esteem in women is the idea that true happiness lies in
materialistic matters. Many advertisements seem to depict the message that the only way to be truly
happy is through racking up credit card bills and owning the newest car, most fashionable clothing, and
having the most glamorous hairstyle. The ideology that money can buy happiness has evolved as
Jackson 3
advertising has become more prominent in world culture. Many young women have adapted to this idea
of materialistic happiness. The social scene revolves around trending topics and status updates. In a
world where staying ahead is most important, happiness and acceptance of one’s nature can only be
found through designer clothing and altered appearances. Women cannot develop the reasoning to
believe that “there are some areas of life that slick advertising cannot cure. Three of these are death and
taxes and feeling good about one’s self all the time” (Salem). Happiness cannot be found in materialism;
yet many girls have been swayed to believe that a designer bag and Buckle jeans are the way to gain
status.
Women are the primary target in all advertising methods. Women are typically the primary
shopper in an average family; therefore, most advertisements are directed towards females. The media
attracts women because of the alluring appearance of those women shown in commercials. As Divya
Bhargava states,
Generally it is shown in advertisement a woman’s goal in life is to attract and attain a man.
Women are shown in advertising as always young and attractive. They are frequently depicted
as sexual objects. Women in advertisements are restricted to the home and isolated from other
women outside home, man is her favorite companion.
A woman cannot be depicted as independent or free-willed. According to advertisements, a woman
should be “…confined to the domestic spheres – caring for children, household chores and making the
husband feel comfortable” (Mahesh). Media’s influence in society has warped the world’s view of
women into a dependent character with no voice of her own.
Although they may be the primary target, advertisements do not only reach women. The
memorable slogan of “sex sells” is commonplace knowledge that alters men’s minds into justifying
inappropriate and unnecessary sensual treatment of women. Many companies such as American
Apparel, Victoria’s Secret, and Venus use women in objectifying ways to sell their products. Concerning
the advertising techniques used by American Apparel,
Jackson 4
…The models simply wear one clothing piece American Apparel sells, and nothing else.
Therefore the girl's body becomes the main objective, rather than the article of clothing she is
wearing. Consequently, this promotes the idea that in order to be beautiful, women must look
like these models and be stick-thin, tan, and wanton in order to be deemed desirable. ("Politics
of Sex: Spring 2011")
The appearance of women in American Apparel ads creates a belief in both women and men that the
only appealing female is the curvy, thin, sexy and tempting woman. The women who objectify
themselves in advertisements have created an image so perfect that men have begun justifying harsh
treatment of ordinary women based on their opinion of how a woman should look and act.
Although the negative effects of these advertisements far outweigh the positives, objectifying
women in ads is a successful advertising technique. Since 1989 when American Apparel was established,
they have become one of the top clothing companies in the world. In 2008, American Apparel had not
only been named the Marketer of the Year, but was also listed as the Intelligence Group’s number two
Top Trendsetting Brand (Vernon). These ads are obviously successful; however there are still complaints
that the photos in these advertisements are "pornographic, exploitative of women and inappropriately
sexualized" (Krupnick). No matter how much they assist in selling products, these ads are an
inappropriate depiction of women. They are objectifying and create a distorted idea of women
ubiquitously.
Advertisements have warped the light in which women are perceived. Over time, women have
become objectified and weakened because of media. The housewife/sex-object has become the typical
promoted woman. Advertisements have created an easy justification for men to treat females
inappropriately based on looks and sex-appeal. Gender-stereotyped advertisements have created a
generation of materialized and self-conscious women.
Jackson 5
Works Cited
"American Apparel Advertisements." Politics of Sex: Spring 2011. N.p., 24 2011. Web. 13 Dec 2012.
<http://blog.lib.umn.edu/puot0002/politicsofsex/2011/03/american-appareladvertisements.html>.
Coulson, Candace. "Gender Role Stereotypes, Sexual Objectification, and Power in
Advertising."Critical Media Literacy. N.p., 05 2011. Web. 12 Dec 2012.
<http://gendersexandpowerinmedia.blogspot.com/>.
Fiorucci, Nina. "Gender Bias in Brand Marketing Hurts Society." The North Wind. N.p., 29 2012.
Web. 12 Dec 2012. <http://www.thenorthwindonline.com/?p=3866075>.
Herr, Norman. "Television & Health." The Source Book for Teaching Science. N.p., n.d. Web. 11 Dec
2012. <http://www.csun.edu/science/health/docs/tv&health.html>.
Jannarone, John. "The Victoria’s Secret Fashion Show Gives Sex a Soundtrack." The Wall Street
Journal. N.p., 04 2012. Web. 12 Dec 2012.
<http://blogs.wsj.com/speakeasy/2012/12/04/the-victorias-secret-fashion-show-gives-sexa-soundtrack/>.
Krupnick, Ellie. "American Apparel Ads Banned For... Being American Apparel Ads (NSFW PHOTOS)."
Huffington Post. N.p., 25 2012. Web. 15 Dec 2012.
<http://www.huffingtonpost.com/2012/04/04/american-apparel-adsbanned_n_1402249.html>.
Mahesh, Pooja. "Stereotypes in Advertisements."CoolAge. N.p., 05 2012. Web. 13 Dec 2012.
<http://www.coolage.in/2012/11/05/stereotypes-in-advertisements/>.
Jackson 6
Salem, Effie. "Gender Stereotypes Used in Advertising."Helium. N.p., 26 2012. Web. 12 Dec 2012.
<http://www.helium.com/items/1156152-gender-stererotyping-in-advertising?page=2>.
"The Power of Positive Snacking." Luna. Clif Bar & Company, n.d. Web. 12 Dec 2012.
<http://www.lunabar.com/nutrition>.
Vernon, Polly. "Label of the Year: American Apparel." The Guardian. N.p., 29 2008. Web. 15 Dec
2012. <http://www.guardian.co.uk/lifeandstyle/2008/nov/30/style-awards-2008-americanapparel>.
Wilkinson, Michelle. "Gender Stereotypes Used in Advertising." Helium. N.p., 02 2009. Web. 12 Dec
2012. <http://www.helium.com/items/1399665-gender-stereotypes-used-in-advertising>.