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... The depiction of gender in advertisements influences our culture and teaches us what the norm is, or should be. ... The changes are relative but there is a documented movement towards a more realistic depiction of men and women, and, their relationship to one another in advertising.
Gaye Tuckman studied “Women’s Depiction by the Mass Media” in 1979 . In this review of the depiction of women in the media, that ranged from the 1950’s through the 1970’s, she found that women were consistently portrayed as subservient and men as aggressive. She termed this depiction of women “Symbolic Annihilation”. This concept, she found, was due to “distortion” and underrepresentation of women as depicted in the media, and working with the media. At the time there were few women in positions of power in media organizations. That is something that has been slowly changing, and, perhaps with it the depiction of women and our expectations of these depictions. ... From a social standpoint it indicated that consumers were concerned with realistic gender depiction. ...
As a survey of the current state of gender depiction in the media, a small group of students at the University of Connecticut conducted a study of magazine advertisement content. We formulated a hypothesis which stated that in magazine advertisements there is a growing trend towards equality in the depiction of gender. ... Hardly a study has been done about gender roles that hasn’t mentioned the depiction of sexuality in some way.
Approximate Word count = 1881
Approximate Pages = 7.5
(250 words per page double spaced)
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