Gender Roles Exploited With Humor
The use of gender roles and stereotypes in commercials has slowly become more of an issue as men and women’s true societal roles have undoubtedly changed over time. The push for women’s equality over the past 50 years has been progressing each and every year, and rightly so. As women have become more self-sufficient in their everyday lives, their dependency from males and gender stereotypes have been changing drastically. These social changes have also sparked the progression of gender roles in advertisement and how men and women are presented to the public through television. Recently, many commercials have made drastic efforts in order to present more equal gender roles by trying to eliminate some of the stereotypes that have been part of our society for years. However, despite many of the progressions that have been made, commercials tend to revert back to some of the old stereotypes and perceived gender roles in order to create humor. One type of humor that has been prevalent in many recent commercials is the exploitation of gender stereotypes in an attempt to make a mockery of certain socially acceptable gender roles and actions, while at the same time displaying some of the characteristics that are not accepted by society. The humor in these types of commercials comes through the comparison of the same actions performed by both men and women, but one of the genders looks ridiculous performing these actions, despite the fact that they are the same. This type of marketing technique tends to cause a disproportion of equality between the two genders, because it is displaying how the actions of one gender are accepted by society, while similar actions by the other gender just appear to be unreasonable. In order to create a comedic effect in their commercials, many companies have started to disregard the progression for equality in gender roles and have started to display some of the same old gender stereotypes that we, as a...
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