Sexism

Much like racial stereotyping, sexist stereotyping is portrayed in advertisements. A stereotype is a generalization about a group of people whereby we attribute a defined set of characteristics to this group. When people stereotype women, they are typically portrayed as either weak or sexual beings. Men on the other hand, are seen as strong, masculine, and heroic figures.

For example, this ad shows a woman with a surprised look on her face. Her fingers are placed just above a ketchup bottle. The text reads, "you mean a woman can open it...?" This ad is saying that this ketchup bottle is so easy to use, even a woman can do it. This ad is depicting women as weak beings, in need of a strong man for help. While I understand the humor behind it, I can see how some people can find this offensive.

This advertisement pretty much speaks for itself. It is clear that this playing up the idea that "sex sells". If women are not playing the victim role, they are seen as sex objects. As a woman, this would not make me want to purchase this product. However, a male audience might find the humor in this.

This ad is the most disturbing in my opinion. Although it is in another language, it appears to be a cigarette ad. Again, this is playing up the fact that "sex sells". This ad is sending a similar message as the one I posted above. The woman is beneath the man, looking up at him. His hand is on her head as if he is guiding her. Just by looking at this ad, it is clear that the man in this image is in control. The placement of the cigarette on the mans crotch region is completely inappropriate. It is my guess that this ad was not used.