The Impacts of Gender Roles for Society in Advertising

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The impacts of gender roles for society in advertising

There are lots of social roles that a person has to perform during his or her life time. The most clear and basic role is gender role. A gender role is a set of social and behavioral norms that are generally considered appropriate for either a man or a woman in a social or interpersonal relationship. Gender roles are widely between cultures and even in the same cultural tradition have differed over time and context. Most societies regulate different behavior pattern and social value regarding to gender, therefore consumer’s behavior cater for their gender role image. Men and women roles and how the roles are defined and described in the advertisement can affect individual acceptors, public's consciousness, behavior pattern and the social system. There are three impacts of gender roles for society in advertising.

First of all, the gender role can make the fixed idea and change. In most societies, the members of societies have similar thought about a series of characteristics that the gender has. We call that fixed idea of gender roles. the fixed idea is socially shared belief and excessively simplified belief in matters of the specific target. Every society has the simplified idea about men and women and the fixed idea which regulate personality and role regarding to the gender.For example, the fixed idea about women is that women are passive, sensible, dependent, lacking in patience and internally sensitive. Vice versa, the fixed idea about men is that men are active, ideal, independent and possible for mind control. This fixed idea about men and women provided background that divide men and women role. Through the characteristic role, men work outside and women work inside for their life, and the polarization of the gender role is accepted as the best way for their work and family. This fixed idea is accepted as a natural result for a long time. People could not realize that they have the fixed idea...
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