Analysis Through Genre

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  • Topic: Gender role, Homemaker, Gender
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Eva Powless
English 101
November 21, 2011
Stereotypical Roles Women Play In Advertisements
Since the commonly known creation Bible story of Adam and Eve, women have been viewed subsidiary to men; society has formed a bias that females cannot perform jobs equivalent to or of the same value as men. The model in Figure 1 is extremely feminine, for example: her nails are painted, she is wearing multiple rings on her fingers as she holds a light grip on the steering wheel,

Since the commonly known creation Bible story of Adam and Eve, women have been viewed subsidiary to men; society has formed a bias that females cannot perform jobs equivalent to or of the same value as men. The model in Figure 1 is extremely feminine, for example: her nails are painted, she is wearing multiple rings on her fingers as she holds a light grip on the steering wheel,

Advertisements help feed into the stereotypical image of women functioning as housewives and caretakers. One might ask: is advertising simply mirroring societies view on the roles of females, or are they part of the reason why America still labels women as domesticated? Printed advertisements portray women inferior to men by the use of their context, imagery, and content. Companies use the conventional view of women in marketing strategies in order to sell their products.

Figure 1 “The Mini Automatic. For simple driving.” advertisement Source: Mini Automatic Transmission Printed Ad

holds a light grip on the steering wheel, her hair is set in perfect curls, her make-up is flawless, and she appears to be dressed up for a special occasion. The expression on the women’s face displays her indecisiveness and insecurity of her driving abilities. Figure 1 states that the Mini Automatic is for “simple driving”, implying that the motorist is incapable of driving an automobile without difficulty. The advertisement is using the sentiment that women...
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