Introduction:
Male and female or man and woman, are terms that are used to show different genders. Apart from the physical differences, each gender, according to our social definition, have different roles. Generally, men have the more masculine, more physical, roles, while women tend to do better in the nurturing, care taking, tasks. These roles have become norms that have been set by the society. It is expected of men to be working at all times, they are expected to be the bread winners, while women are expected to take care of home tasks, such as raising the children or cooking. These norms might alternate in some cases, but most people would agree on these as being the standards. In our Vicks ad “ When They Breath Easier, So You Can”, a man is shown to be taking care of what appears to be his child, which is opposite of what we believe to be the norms.
Target Audience:
This ad could be targeting either gender. However, the fact that it is showing a male doing the nurturing role must have a reason behind it. As we notice in the bottom right corner of the ad there is an NFL, National Football League, logo. In addition to the logo, it says that Vicks is the official sponsor of NFL. Now it becomes clear that this ad is meant to target football fans, as it is specifically produced to be shown at the NFL. It is generally known that a sport such as football is more popular within males, much more than females. Such a product, like Vicks VapoRub, is known to help children with
According to the Oxford Dictionary, a gender role is defined as the role or behavior learned by a person as appropriate to their gender, determined by the prevailing cultural norms. In modern day America, gender roles have been slowly dissolving, but nonetheless is still very much relevant. In our society, women have the capability of doing everything a man can do, but, in the eyes of some, women are still seen as the inferior gender. In general, women are still associated with the responsibilities of taking care of the household and the children. They are also perceived as being fragile and submissive. On the other hand, men are associated with being the primary breadwinner and were viewed as being strong and brave. In most civilizations, these associations have been and
A woman is portrayed with a desire to attain and maintain her physical attractiveness in order to maintain her family’s unity and security as she is always portrayed with a husband, small children and a house.
Gender stereotype is defined as specified roles in the society on the basis of gender. For example, generally women work as nurses, teachers, care takers, when men work as doctors, lawyers, construction workers. Cleaning home is like women’s job, when the work outside home, like farm work, is men’s duty. Watching this ad in the way of gender stereotype, it shows the role of the women become essential in taking care of the children than the men. So Johnson & Johnson picturizes the woman in the ad, so more and more women are attracted towards the product because the women are ideal in this duty. In the ad, the all photos includes woman which shows that woman has responsibility to look after their babies, because they are expressive, submissive, emotional, soft and sweet. Expressiveness denotes the maintenance of harmony and the internal
notions about the 'proper' roles of men and women, they can be said to be a product of
Gender roles are the roles that men and women are expected to occupy based on their sex. Traditionally, many Western societies have believed that women are more nurturing then men . . . . One way that a woman might engage in the traditional feminine gender role would be to nurture her family by working full-time within the home rather than taking employment outside of the home. (Blackstone)
The gender of a person is the masculine or feminine attributes of that individual with respect to the psychological and biological role in society. (Magar, 2009) A gender role can be defined as the way that a person lives in society with respect to its lifestyle. It can be argued that over time the major differences between men and women’s gender roles have faded. In the past traditional roles have been based in their society by their biological orientation. (Magar, 2009) Gender roles can also be described as the behavior and attitudes that are expected of men and women in a society. (Faqs.org, 2011) Although different cultures impose different expectations, many cultures have the same basic gender roles.
Gender refers to the social conditions that relate to being male or female (Caplan and Caplan, 6) and is composed of a wide array of behaviours and characteristics that are perceived as belonging more to one sex than the other—women as soft, feminine and nurturing, and men as strong, aggressive and dominant being common examples. The acceptance and, indeed, enforcement of many gender roles as the norm is widespread due to factors that include women’s roles as mothers; institutionalized female dependency; and
Typical, typical, typical - the word stated previously has become almost synonymous with United State culture. Typical has become a “typical” word and certainly has become a harsh and heavy one in today’s society and culture. We use typical objects and devices, we do typical activities, and we watch typical phenomena. Our society today seems to lack creativity and is stuck in a rut of sameness and stereotypes. Steven Craig writes, in his published essay Men’s Men and Women’s Women, about exactly how and why American culture has become “typical” in regards to the television commercial industry. He brings to light the gender roles and stereotypes these commercials are promoting and the new American culture they are fostering. Craig’s main purpose is to highlight the conundrums seen on an American’s television, more specifically commercials, as they promote trite gender roles and are “created to appeal, respectively, to male and female consumers” (Craig 182). Craig is concise with his argument and addresses his audience directly. Craig’s tone is critical yet contemplative at the same time. Craig is able to appeal to an audience because he is able to relate to an important part of American culture: television. With his tone, a reader is able to feel more relaxed as there is not a certain “call to action” produced by Craig. Craig even begins his essay by talking about beer, for example, “Men and women both drink beer. But you wouldn’t guess that from the television ads that pitch
Our roles as men and women start at the hospital when we are born. Boys get blue blankets while girls get pink blankets. The toys we play with growing up are targeted at either males or females. Toys that are made
Throughout history, humans have always been expected to act a certain way depending on their sex. These societal expectations are called gender roles. (Rathus, 2010, p.447). These roles begin to develop even before a child is even out of the womb. A mother may decorate their nursery pink if they are having a daughter because “girls like pink,” and “boys like blue.” Gender roles should not be confused with gender stereotypes. A gender stereotype is a narrow way of thinking about how men and woman are obligated to behave. For example, men have always been considered to be the breadwinners of the family. Females, on the other hand, are seen more as the gentle homemakers that stay home to clean and take care of the children. (Rathus, 2010, p.447). These types of stereotypes have caused certain out-of-the-home jobs to be mainly categorized for either women or men, causing an even more distinct line between the genders.
Firstly, there are stereotypes associated with each gender; both of which differs in various characteristics and personality traits. In her article, Tamra Cohen points out the initial characteristic of women is caring. Taking care of children is more appropriate than male due to this quality.
The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.
If there is anything that serves to uplift a person and/or people it is knowledge of self, and if there is anything that should drive a person and/or people to annihilation, it is lack of knowledge of self. To avoid such annihilation steps must be taken to safeguard history and culture, for a person or people who loses either is lost in the world.
In society, the biological difference between men and women is used as a justification for aligning them with different social roles which restrict and mold their attitudes and behavior. Merriam-Webster defines gender as the behavioral, cultural, or psychological traits typically associated with one sex. Narrow minded society of today is not satisfied with the natural difference of sex, but each insist on adding a cultural difference of gender to it. The unsophisticated, ideal physical facts always become associated with the complex psychological qualities (Holter). It is not enough for a male to be a man; he must also be masculine. A woman, in addition to being a female, must be feminine (Magner). In a more evolved and accepting society,
Ever since Adam and Eve were banished from Eden, man and woman have needed each other to survive in this world. Unlike in Eden, where both Adam and Eve were created by God to be perfect beings, once banished, both man and woman were put into a state of dependence; standing alone as individuals, they would never thrive. This advertisement depicts woman wearing the same pair of jeans as man. Both are standing on a white fur rug, staring with intense gazes. The man’s hand is bandaged, while the woman is standing with her arms around the man. What is the significance of the bandage that is wrapped around the man’s hand? At first glance, the man seems to be playing the dominant role in an advertisement for woman’s jeans. The man is standing with his hand bandaged, with a bandage not unlike one that a boxer would wear under his boxing gloves. The woman’s arms are around the man’s neck, as if begging for protection. With closer observation, however, both man and woman are on top of this rug, a rug made out of soft fur, which could have come from an animal. Woman looks like she is emerging from man; as if man is Adam, and woman is Eve. In Chapter 1 of Genesis, Rabbinical commentaries hold that man and woman were originally one entity- man was one side of the body, while woman was the other. Subsequently in Genesis Chapter 2, woman took on her own form, and was created from a bone of Adam’s rib cage. The woman in this advertisement is standing in a position that looks like she is a