Gender roles in advertisements
Gender roles in advertisments
Outline:
1) Gender roles and perfect male and female look are strictly given in our society.
2) For each gender different colours are meant.
3) Different tools and activities inteded for each gender.
4) Perfect appearance of the models suggesting the ideal image and success.
The rules in our society suggest, that there are strictly given gender roles and everyone is expected to follow them, otherwise he or she is considered to be weird. What is more, we are shown a certain vision of how a perfect male or female looks like and the tendency of the society is to become alike.
In order to support this statement, I have chosen a catalogue by Sparkys advertising toys for children. A virtual version of this catalogue can be seen here: http://www.sparkys.cz/virtualni-katalog-zima-2012/#page=26-27. Since the time when children are very young, they are taught that pink is a colour for girls and everything blue belongs to boys. The catalogue shows us exactly the same – the pink section offering dolls, prams, tea sets, kitchens etc. is meant for girls, while on blue pages we can see cars, planes, tanks, drills, hammers etc. designated for boys. This shows the strict border between girls‘ and boys’ world. Speaking personally, I believe that this colour labeling prevents children from following their nature just because they are taught to obey certain rules. But if no one told them, I am convinced their nature would not mind if a girl wore a blue t-shirt instead of a pink one or a boy some pink shorts. It is just an artificially created rule that the society automatically accepted without even thinking about the roots of this idea and decided to follow it. Another separation can be spot by the tools advertised for each gender, which only supports the stereotypical image. The female models play with dolls, do all the house chores such as washing up, cooking, cleaning, hoovering or ironing and have a perfect
Outline:
1) Gender roles and perfect male and female look are strictly given in our society.
2) For each gender different colours are meant.
3) Different tools and activities inteded for each gender.
4) Perfect appearance of the models suggesting the ideal image and success.
The rules in our society suggest, that there are strictly given gender roles and everyone is expected to follow them, otherwise he or she is considered to be weird. What is more, we are shown a certain vision of how a perfect male or female looks like and the tendency of the society is to become alike.
In order to support this statement, I have chosen a catalogue by Sparkys advertising toys for children. A virtual version of this catalogue can be seen here: http://www.sparkys.cz/virtualni-katalog-zima-2012/#page=26-27. Since the time when children are very young, they are taught that pink is a colour for girls and everything blue belongs to boys. The catalogue shows us exactly the same – the pink section offering dolls, prams, tea sets, kitchens etc. is meant for girls, while on blue pages we can see cars, planes, tanks, drills, hammers etc. designated for boys. This shows the strict border between girls‘ and boys’ world. Speaking personally, I believe that this colour labeling prevents children from following their nature just because they are taught to obey certain rules. But if no one told them, I am convinced their nature would not mind if a girl wore a blue t-shirt instead of a pink one or a boy some pink shorts. It is just an artificially created rule that the society automatically accepted without even thinking about the roots of this idea and decided to follow it. Another separation can be spot by the tools advertised for each gender, which only supports the stereotypical image. The female models play with dolls, do all the house chores such as washing up, cooking, cleaning, hoovering or ironing and have a perfect