Gender Stereotype In Ads Essay

6590 words - 26 pages

ADVERTISING:"Advertising is mass communication an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser."History of advertisingThe first forms of advertising officially evolved with the coming of the outdoor display, which was usually, an eye-catching sign painted on the wall or at the side of a building. Further on, a very simple but effective form of advertising took shape. Merchants employed "town criers" who shouted the praises of the merchants wares. The use of voice and language came into use here. Print advertising came into the picture only with the onset of the printing press by Johannes Gutenberg in 1445. Printers and later the merchants, then used flyers to advertise their products. These flyers often contained characteristic symbols of the guild members and the tradespeople and were also used as a poster on walls.Advertising made it's greatest early advances in the United States of America. The nation lacked transcontinental transportation and communication systems. But clever manufacturers tried reaching the consumer directly through catalogues. The First American Mail-order houses appeared in the early 1870s.The New Era Of AdvertisingIn the 1880s a new era of advertising began: New methods of manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods. All this were assumptions that now allowed nation-wide distribution and nation-wide advertising. The state then necessitated the growth of advertising agencies and dictated their activities.Firms began to market their packaged goods under brand names. Some of the first brands were firms like Ivory, Colgate, Wrigley and Coca Cola. Previously such everyday household products like milk, sugar, soap, rice and candles had been sold in neighbourhood shops from bulk packages.The Advertising-BoomIn the 1920s radio with its drama and immediacy conveyed their message directly to the consumers. In the 1950s came television, which developed fast to be the most sought after advertising medium. Now advertisers could demonstrate the use of their products and present well-known figures to authenticate it.Today advertisers spend millions of dollars for their campaigns, although they don't always know how effective they really are. Frank W. Woolworth once said: "I know that half of my advertising budget is wasted.The problem is that I don't know which half"Prejudice in Mass Media - Literature ReviewPrejudice exists in various forms in the medium of communication. The most common and blatant prejudice in the mass media is seen with regard to gender, age, appearance, racism, discrimination against the disabled, ageism, sexuality etc. Less common however is a form of prejudice that one sees in how animals are portrayed on television, and for instance, the depiction of family relations, single parenting, and the concept of divorce within different cultures in the media.Bias has a...

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