Gender and advertising: stereotype, stupid!

The rise of the concept of gender in the social Sciences is associated with a study presented by Erving Goffman in 1976, on the relationship between “gender and advertising”. The canadian sociologist, pointed out how much the advertising established distinctions, it claims at the same time, you only. Women were look provided mostly as a colorful, sweet, and floral (women’s fragrances) as well as with ornaments, sensitive, and accessible; and men as robust, tart (men’s fragrances), with in the distance walking and solid color. Goffman did not, however, value the fact that the Acquisition of such productions is, therefore, mandatory, because the possibilities demonstratively as male or female to portray, are not matched to each other.

The lonely before coming, the Wolf, the attending Vamp? Sixpack-cliffs Springer and Frederick light of Hagen, on the one hand, on the other hand, Kate Moss and the sustainable washing to make the mother-to the role of expectations in any case, complex. If just the self-control of the British advertising industry has decided that from June 2019 to gender stereotypes advertising to say, she has made it quite a bit.

The “I do my thing”-DIY recycler’s is no longer available then, as well as women at the stove. But also men at the stove is not, at least not if the would be presented as atypical. That more men like senseless turf or unconscious grilling: gender stereotype or reality? Perhaps it is in the British advertising so soon, more women as managers and more men who play with children, as in the British reality. How to advertise for cosmetics at all, if, to banish as it is, advertising is, the legends suggest, work on the body to increase the chances of a romance, which will bring advertising heads to the smoke.