Gender Stereotypesin Advertising
810 words 4 pages
... European counterparts. The judge we get to know is American, though we don't necessarily know the athletes nationality. Of the Athletes, one being male and the other female, we are presented with a more feminized vision of what a male is supposed to be (flamboyant embroidered clothes, clean combed hair generally hairless, childlike almost). Thusly we see a rift created not only apparent when speaking in regard of the female skater, but the male as well. What were left with is an un-masculine caricature definition of what a man "is" (the judge), and "isn't" (the male skater). As for the female skater, I would go ahead and liken her to not just her being marginalized into her own predefined group ( as implied by the advertisement), but go as far as to dehumanize her by regarding her performance as less than a bar of chocolate. As I look at the ad I also realized the impact of the male persona and how, even with a male partner (which I knew she couldn't have been separated from otherwise the ad would be have been "blatantly" sexist), the female will almost always inevitably be on the lowest end of the totem.Of the messages received on gender and the intersectionality of marginalized women, I find it fascinating that in one image we could see both sexes being used as devices, almost pitted against each other when shed on by the right light. Also, highlighting the nationality of the judges (especially the U.S. judge), adds a sort of emphasis on the target audience while perpetuating the American appetites for junk food. Though I do in fact know there are a multitude of angles and views points from which this candy bar ad can be seen in, this one is merely my own.
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