Female Role Portrayals Not Matching The Public Expectations

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There have been many ethical discussions about female role portrayals not matching the public expectations i.e. the female characteristics been narrowly described and disapprovingly presented in a stereotypical manner such as not intelligent, fragile, irrational, decorative, submissive and subservient to men (Courtney, AE & Lockeretz, SW 1971; Venkatesan & Losco 1975; Belkaoui & Belkaoui, 1976; Goffman 1979; Blackwood 1983; Bretl & Cantor 1988; Jolliffe 1989; Luebke 1989; Kang, EU 1997; Acevedo, CR et al. 2006). But due to Women’s movement, few changes were witnessed in both female traits and the visual aspects of the related advertisements.
A further research done by Sullivan and O’Connor (1988) suggested that the advertisements
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But somehow, the recent studies showed the good-looking female endorsers are employed effectively, strictly matching to the product type (Lin & Yeh 2009). However, Shields (1997 cited in Carpenter & Edison p.7) have argued that “These messages are used to sell everything from cosmetics to cars to beverages, provide a prescription for how women should look and be looked at, how they should feel, and how they are expected to act.”
Furthermore specialists on “feminist movements” also debate that previously advertising illustrations and expressions of female parts were more of solid “signs of objectification and representative of male desire where women were appeared to be more controlled than men under the societal expectations” (Dvir et al., 1995; Rayburn et al., 1999 cited in Lin & Yeh 2009). But few experts propose that the modern role depictions are neither excessively prevalent nor necessarily archetypal of typical feminine roles (Courtney and Sarah 1971; Whipple and Courtney, 1985; Zhou and Chen, 1997 cited in Lin & Yeh 2009).
Even today, the recent studies suggest that advertisements do not reflect the contemporary gender roles and advertisers still incorporate clichéd images that no longer exist (Zotos & Tsichla 2014). There has been a gap to understand whether this way of representation is due to cultural effects and the role of social foundations that continue to diffuse non-comparable attitudes and hierarchical structures in the relationship between the
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