Gender Roles in Commercials

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Gender Roles in Commercials

Commercials are powerful tools used to introduce buyers to a particular product. The advertiser’s main goal is to grab the attention of the buyer and try to persuade them to buy their product. An abundant amount of time and money are invested in advertising. In order for an advertiser’s sales ideas to be successful, the company must figure out ways to advertise their products to society. Some of the most common ways to sell products and merchandise are magazines, billboards, television and most certainly commercials. Different ads each have their own selling techniques. Each ad has a subtle message to them that may not always be completely clear. Advertisement agencies have thought up clever ways to persuade the buyer by using certain material in order to sell more to a target audience. In commercials with male products, the commercial is going to have girls provocatively dressed trying to sell the product to men, the target audience. The same goes for women; the man in the ad will have little clothing and be driven towards being overly seductive in order to sell the product to woman. Society is so concerned with the “sex sells idea” that they are not looking at how advertisements are being used to degrade men and women. “The average American is accustomed to blue-eyed blondes seductively touting a variety of products,” states Jill Kilbourne in her article, Beauty…and the Beast of Advertising. “We are each exposed to over 2000 ads a day, constituting perhaps the most powerful educational force for society. The average American will spend one and one-half years of his or her life watching television commercials. The ads sell a great deal more than products. They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be,” says Kilbourne. Advertisements are leading people, especially adolescent, to become obsessed with the...
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