Gender stereotypes are simplified, schematized, emotionally clear-cut stable images of men and women, usually applied to all members of a particular gender community, regardless of the personal characteristics of these or those representatives.
Stereotypes depend on geography and culture.
Such stereotypes are actively implemented in the minds of consumers, who are imposed certain socially approved roles, for example, the image of a woman-mother, who always has a clean, cooked dinner, and herself glowing with happiness, having spent the whole day in the home care.
Although gender stereotypes contribute to strengthening inequality, in advertising this technique is aimed at achieving a specific marketing goal, because the division into standardized groups makes it possible to “hit” the target audience more precisely.
Aiming at a particular segment of consumers, it is important not to cross the line and not to offend anyone with your advertising message. Today, there is not enough experience to unmistakably guess where the line is drawn, so my advice is to be guided by the law, existing cases, and just common sense.
Typical features and roles of female and male characters in advertising
Female
- economicness;
- Beauty and sexuality, grooming;
- Lack of competence in certain issues (the advertised product comes to the rescue);
- Ability to listen to the opinion of her husband and girlfriend;
- determination and the ability to get their way in any situation.
A man
- A successful businessman in an expensive car and a good suit;
- A sportsman with a great body and leading a healthy lifestyle;
- A skilled seducer surrounded by beautiful women;
- a loving husband and father (found in every commercial, from cars to ketchup);
- party man;
- a real friend (the cliché of male friendship is often used in advertisements for alcoholic beverages).
In an effort to stand out from the competition, major brands are not afraid to depart from the imposed images. Stereotypes are a mass phenomenon, so any departure from its boundaries does not go unnoticed.