Sexism in the Media
Running head: SEXISM IN THE MEDIA 1
Sexism in the Media
Ada Anderson
Chamberlain College of Nursing/DeVry
SOCS 185N: Sociology
Feb, 24, 2013
SEXISM IN THE MEDIA 2
Television and commercial advertising have been a dominating force for over sixty years, and people learn to specialize and are trained to create ads that entertain and provoke the viewer into buying certain products. The main purposes of commercials are to stand out from competitors, and to sell an idea or way of life for those who allow themselves to become influenced by the appeal. Women and young girls are often subjected and greatly influenced by these advertisements, and many from an adolescent age will alter and pattern their lives to partially adhere to this televised fantasy. Often, some young girls use these forms of advertisements to psychologically change their views about themselves, and thus, may have an unhealthy attitude towards their body type or status in society. I would hope to analyze the effect that commercials have upon society, and how it can create a prejudice frame of mind through subtitle symbols.
Television commercials are an agent of socialization and have been used to persuade the viewer into voting for a certain president, stereotyping a certain ethnic group or race because of comical value, using sex to make a product look appealing, or learning what qualities in a beer is important. Yet, although such trivial information exists in commercials and would permeate the consciousness of Americans, certain girls and boys may see an advertisement that may cause harm and damage subconsciously. Television commercials can mold individuals and “show and value diverse images as a way to enrich the imaginations, hopes, and dreams of girls and women raised in a culture in which advertising’s images are ubiquitous” (Yoder, Christopher, Holmes, 2008, p. 303). The commercial of the woman in the kitchen cleaning and cooking, or preforming some
Sexism in the Media
Ada Anderson
Chamberlain College of Nursing/DeVry
SOCS 185N: Sociology
Feb, 24, 2013
SEXISM IN THE MEDIA 2
Television and commercial advertising have been a dominating force for over sixty years, and people learn to specialize and are trained to create ads that entertain and provoke the viewer into buying certain products. The main purposes of commercials are to stand out from competitors, and to sell an idea or way of life for those who allow themselves to become influenced by the appeal. Women and young girls are often subjected and greatly influenced by these advertisements, and many from an adolescent age will alter and pattern their lives to partially adhere to this televised fantasy. Often, some young girls use these forms of advertisements to psychologically change their views about themselves, and thus, may have an unhealthy attitude towards their body type or status in society. I would hope to analyze the effect that commercials have upon society, and how it can create a prejudice frame of mind through subtitle symbols.
Television commercials are an agent of socialization and have been used to persuade the viewer into voting for a certain president, stereotyping a certain ethnic group or race because of comical value, using sex to make a product look appealing, or learning what qualities in a beer is important. Yet, although such trivial information exists in commercials and would permeate the consciousness of Americans, certain girls and boys may see an advertisement that may cause harm and damage subconsciously. Television commercials can mold individuals and “show and value diverse images as a way to enrich the imaginations, hopes, and dreams of girls and women raised in a culture in which advertising’s images are ubiquitous” (Yoder, Christopher, Holmes, 2008, p. 303). The commercial of the woman in the kitchen cleaning and cooking, or preforming some
References: Yoder J, Christopher J, Holmes J. Are Television Commercials Still Achievement Scripts For Women? Psychology of Women Quarterly. September 2008; p. 303-311. Potter D. Not So Pretty. American Journalism Review. October 2007; p. 74-76 Schaefer T. Richard. (2011). Sociology: A Brief Introduction. New York : McGraw-Hill.