Gender Stereotypes

There are definitely distinguishable differences between men and women that give them their characteristics aside from their genitalia.  Women tend to be more sensitive, caring, nurturing, gentle wife and mother figures whereas men are stronger, more aggressive, success driven and dominating.  Throughout history, we as a society have associated gender with how someone is supposed to act or contribute to the community.  Because women are the ones who carry the baby for 9 months, they have a stronger relationship with their children than their fathers.  Earlier in history, women were the ones to stay home to watch over the baby, do chores, and cook. Between the 1930's-1950's, women were not allowed to pursue higher education or find jobs unless they became teachers or nurses.  At that time, men were the ones to go out to work laborious factory jobs and were the ones to fight during the war. However, times have shifted where women began to fight for their right to vote, to demand their education, and for their right to work.  

Commercials are a result of gender stereotyping because they are adapted to the specific target and act as a reflection of the recipient, either male or female.  The aim of the commercial is not only the satisfaction of needs but also their creation. Women are more often presented in commercials because they are seen as more responsible for making everyday purchases.  Men generally advertise cars, cigarettes, business products whereas women are shown in commercials with cosmetics and domestic products.  It is hard to break away from our deeply rooted perceptions of gender roles, but we have come a long way to break those stereotypes.

The top ad promotes nursing and shows men in different outfits that pertain to their careers with "Are you man enough to be a nurse" in bold and a sub caption that says "If you want a career that demands intelligence, courage, skill and offers unlimited opportunity, consider nursing".  The ad is trying to persuade men to become nurses, suggesting that men who are nurses are just as courageous and smart as men who are fire fighters, businessmen, or athletes.  Our current perception is that nursing is a woman's job because it involves caring for the sick and wearing pure white uniforms.  I think that this ad is successful because it doesn't portray men in a submissive way.  They still retain their look of dominance and strength.

The ad to the right is an ad for lego and shows a girl about the age of 7 or 8 holding her lego creation with the words "What it is is beautiful".  The ad tells us that girls are also allowed to play with legos and don't have to play with dolls in order to be beautiful.  It goes against society's status quo of girls playing with barbies and fake cooking sets to promote creativity and innovation.