Gender roles in advertising

  Gender roles in advertising

Female

• mother 
• wife
• object of desire
• weak
• socially needy
• user

Male

• father 
• husband
• provider
• strong
• independent creator

the oldest saying in advertising is "sex sells" this basically means using the audiences gender to drive their responses to your campaign. through the use of "ideal self" models and celebrities, audience members are attracted to products as a result go there attraction to the image. The fragrance and fashion industry have rarely varied from this in their modern advertising.

• ideal self - what someone desires hopes and wishes they are like.
• intertextuality - the relationship between texts, mainly literary ones.
• pastiche - imitate the style of an artist or work.
• endorsement - approving a person or product.
• call to action - a piece of content intended to induce a viewer, reader, or listener.

volkswagen

Volkswagen made a very stereotypical advert which is now banned of TV due to the severity, it included a mother doing the stereotypical job of making food cleaning and looking after the children whilst the dad was doing physical activities and working hard at work.