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Gender Roles In Society Essay

1507 words - 6 pages

Meghan FindleyComm 1010August 7, 2007Gender Ads; The Sexes In The Cross HairsThe 21st century has brought and evolved new styles of communication that has shaped the way our society thinks, behaves, and lives. A large influence that has existed throughout the creation of mass media has been gender roles. The evolution of our society has also caused the gender roles within mass media to also evolve. Mass and mediated communication have become the number one source for the public to witness these gender roles created by companies paying to display their message. Females in ads portray the roles of strippers, mothers, business women, and the single, money spending girl. Men are portrayed as businessmen, either blue or white collar, athletes, truck owners, or tobacco using cowboys. The media creates or uses well known stereotypes about the different sexes to target specific consumers in order to get their attention.Companies distribute the existence of their products using mediated communication. Mediated communication uses electronic texts to create some type of symbolism to the viewers. The process these companies distribute their messages over large distances to large groups of people by the means of modern technology is called mass communication. Professionals have mastered the use of mass and mediated communication. These types of communication is the basis on how individuals receive and precept the gender roles created by advertising agencies for these specific companies. Each product seen on television or the internet has a target. Companies know what men, women, and children want for the most part, and they will do whatever they can in order to cause the consumers desire to rise to a point where they must buy the product.Women have a very diverse role in advertising. Agenda settings are mastered by advertising agencies. They determine what will be talked about or discussed in a commercial or any other types of add. Many roles are portrayed by women due to the fact that there are many products on the market for women. Let us start by discussing cosmetics. How many women are happy with their hair color? From what I have seen, there are no women that are happy with their natural hair color. What can I say; I am a victim of Sarah Jessica Parker talking me into using Garnier Nutrisse. Why am I a victim? Advertising has told me that I should not be happy with the hair color I was born with. Sarah Jessica Parker's role in this ad was to convince me that she had beautiful hair, and if I used the same product, I would have the same results. Another role created by mass media is the soccer mom. An example of the soccer mom in the media comes from a Sunny D commercial. The mom arrives on time with a nice large ice chest full of Sunny D, and she is now the hero. Why can not the father show up with the juice? He must be working, because males in our society are always the bread winners. This commercial goes beyond kids getting excited about a refreshing...

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