Gender Portrayal Of Gender Roles

953 Words4 Pages
Introduction According to the United States Department of Labor, 69.7% of men compared to 57.2% of women were participating in the U.S. paid labor force in the year 2013 (U.S. Department of Labor, 2013). But despite this near equality in the rates of participation in the work force, men and women continue to be depicted in very distinct gender roles throughout the mainstream media (Eisend, 2010; Lull, Hanson, & Marx, 1977; Collins, 2011). This gender stereotyping effect is especially prevalent within advertising. Because advertisements in the media frequently rely on gender roles to promote products and services (Eisend, 2010), research examining the effects of gender portrayals in advertising has become increasingly important in the social and behavioral sciences. Of particular significance to marketing professionals is the influence of gender stereotyping on perceived advertising effectiveness. Understanding how consumers respond to the gender roles depicted within advertising can ultimately lead to the adoption or revision of various marketing strategies. For example, research supports that men and women view products that are congruent with their own gender as more desirable (Eisend, 2010; Wolin, 2003). Male and female audiences, at times, will also respond positively to a stereotypical gendered image and have internal reinforcement of social gender norms (Bussey & Bandura, 1999; Lafky, 1996). Applying these strategies within a practical setting in order to increase
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