Destructive Hyper-Masculinity In Advertising

Since the emergence of advertising in American culture one thing that has remained constant is the visible truth that men and women are portrayed differently. In consideration to the evolution of man kind gender roles have evolved immensely throughout time, although advertisements have not kept up with this process of evolution. Companies to this day use their tactics and skills to reach out to specific genders such as pretty fonts with a stylish message, while advertisements towards men portray the character as strong and intimidating. The typical viewer can easily spot the difference in the portrayal of genders. Men are portrayed this way because the viewers look up to these characters, they want to be

A quite common misconception of advertising is that only women are sexually objectified to sell a product, when in most cases men are just as sexually glorified. Men are shown in an array of different types of ads such as ones for cologne, razors, alcohol, etcetera. Depending on the product being sold there is a very distinguishable type of man being shown. Classy men in suits, manly guys with large muscles and excessive facial hair, or men surrounded by varying amounts of beautiful women. These three general types of males are depicted this way because that is generally how most men strive to be.

Children learn as early as age two what it means to be a “boy” or a “girl” (Aina & Cameron). This is described as gender identity, a person’s sense of self as male or female. Gender stereotyping emerges hand in hand with the development of gender identity in Early Childhood (Halim). Gender roles are society’s expectations of the proper behavior, attitudes and activities of males and females. When babies are born they are either put in pink or blue, as they grow up they still maintain the same “gender” colors. As young children start to socialize, they are playing with either “girl” toys or “boy” toys. When they get older they

People receive thousands of cultural messages everyday about gender roles from advertisements, movies, TV, music, magazines, family, school… etc. People perceive these messages and realize expectations for their gender and for their children as well, and how they should operate within society. While many individuals and organizations challenge these traditional gender roles, the evident impact of mainstream culture persists.

Advertisers have been using masculinity and femininity to sell since the early 1900’s and it doesn’t seem to be slowing down. This is a controversial topic and has been heavily discussed within recent years.

Within the American culture, our youth are taught that the masculine roles of the male has traditionally been associated with their role of being strong and dominant and the feminine role of a female has traditionally been associated with their role of being the follower and the nurturer. Children learn the gender roles beginning at birth through the socialization process. Historically our society has always identified male infants with blue and female infants with pink, however, with the turning of the 20th century more neutral colors are being thrown into the mix. More expecting parents are adventuring away from traditional blue and pink and choosing the neutral colors such as green and yellow. Children learn gender socialization through family members, education, other children and social media. Each reinforces the gender role by displaying and maintaining the normal expectation for each genders behavior. Our youth are taught at an early age of the separate expectations of each gender. Parents often teach the role not knowingly but through association. Boys are associated with trucks, toy guns and superheroes that teach them motor skills and independence, whereas the girls are associated with baby dolls, dress costumes, and toy kitchens which teaches them nurturing and social

The final two sections are the longest and are the loudest and most powerful. “Male Decorativeness in Cultural Perspective” mentions the history and notions behind men in advertising and the social influence. It traces examples of advertising and builds up to modern day representations of masculinity. Finally, the reader is left with a question and strong statements and thoughts in “My World…and Welcome to It?” This section is deliberately made the last because it allows the reader to reflect on the world in which they live where people are outwardly judged both now males and females.

Children first begin to learn their gender identities between the ages of two and six. With this, they also begin to recognize activites, traits, skills, and other stereotypes associated with each gender. During this period of time, children are vulnerable and impressionable, imitating the actions they see happening around them. Children begin to act according to how their gender is portrayed in society, and the media is playing a larger role in daily life now than ever before. Binary gender stereotypes are continually advertised in the media through movies, television shows, advertisements, music, etc. Unfortunately, a message seen far too often within

From the moment they are born, children are exposed to myriad of rigid gender stereotypes. Even as newborns, children are carried out of the hospital in a pink blanket if they are female or a blue blanket if they are male. As children grow older, gender roles are reinforced by family members, the media, and other children and adults in the child’s life. As toddlers, girls often are given dolls and books about princess and boys are often given trucks and books about heroes. If a girl tracks mud across the floor she would probably get scolded by a parent, but if her brother did the same thing he would probably get a laugh or a “boys will be boys.”

Unconsciously, we have all been affected or can relate to the effects of gender role stereotyping. From the day we were born, we are labeled as either boy or girl. Although, society has changed its norm in gender roles, many of our traditions have not. In the gender stereotype, we commonly relate a boy with the color blue, and a girl with the color pink. Gender roles have been instilled in us from past generations, due to the way that society was. Gender labeling is still influenced today through children’s toys, where toys are designed differently according to each gender. Through media, society persuades into the ideology of how gender role should be considered acceptable or not.

In the article Macho Man, Little Princess: How Gender Norms Can Harm Kids Everywhere discussed common gender problems that we are all familiar with. One was that there are kids and adults who still believe girls are vulnerable and that

Society has been obsessed with beauty ever since the beginning of time. Whether it be the royalty of the past or the models of the present, it is an ongoing analysis with society. As a society, we enjoy looking at people with so called “perfect” bodies and faces, so why wouldn’t advertisers take advantage of that? Although the question is, is it right to only expose us to the ideal image of a human or is it making our culture self-absorbed and self-conscious? Advertisers subliminally use certain tactics to make it seem that if specific beauty products are used, people will feel as if they become better looking or more masculine. Targeting specific audiences when persuading consumers effects society’s view of perfection. The Cosmopolitan advertisement for Polo Red Extreme Cologne is the perfect example of this. This ad uses its graphics to subliminally promises masculine ideals and social dominance through society’s viewpoint toward sex appeal.

From a young age, we are exposed to gender stereotypes. Television, the Internet, and books define what is “feminine” and “masculine” for a child. Feminine is defined as “having qualities or appearance traditionally associated with women, especially delicacy and prettiness”. Masculine is defined as “having qualities or appearance traditionally associated with men, especially strength and aggressiveness”. Media takes this a step further and dictates exactly what girls and boys can and cannot do. In television and movies, women are mainly portrayed as homemakers and damsels who need a man to reach their full potential. They are often uneducated or seen as less intelligent than their male counterparts. Oppositely, men are portrayed as breadwinners and authoritative figures. They control most aspects of their lives and have more opportunities. According to Common Sense Media, these depictions cause “false assumptions and harmful conclusions”. Little girls learn that are worth less without a man and little boys boys learn that they are above women. The media also feeds into rape culture. Rape culture is the normalization of rape in societies. Rape culture is taught to young girls and boys. Girls are taught tactics to avoid rape and boys are taught that

In order to define gender in society, people must first look at the true meaning or in other words the definitions of masculinity and femininity. Masculinity is the possession of all the factors that make men a male. Whereas, femininity is the exact opposite which is the possession of all the factors that make a woman a female. Advertisement companies and social media feeds all use the factors of these two topics in order to draw attention from the viewers. They also use the factors of props and text within the advertisement to show the audience what message is intended. Within this advertisement, the factors of masculinity, femininity, and the texts within the ad are all used by the media to create a pull of attention from the audience on the qualities within masculinity and femininity themselves.

It is interesting to see that now, when things have admittedly changed for women, we still see much of the same themes in modern men’s advertisements. In the ads from “Men’s Journal,” we generally see a handsome, strong, successful and somewhat rugged man. The camera angles are almost invariably from the bottom up, giving us a view of the man as though we, the viewer are below him, looking up at him. All of them are young, but none are teen-aged looking. All but one have, or show remnants of facial hair. None of these ads show the man in the work place, but their depiction of leisure is that of mature success, not youthful excess. Because of the camera angles, the strong stances, the rugged good looks, and the depictions of success, these ads reinforce the stereotypes of