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Embed code for: Unit 2 Gender Stereotypes
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17 October 2016
Unit II: Gender Stereotypes
In Steve Craig’s “Men’s Men and Women’s Women,” he highlights the way television ad’s support gender stereotypes as well as how society constructs our identity through these ad’s. As represented through one of Nivea’s body wash ads, it supports gender stereotypes through text, body languages/gaze, and the positioning/actions of the models. The formation of gender identity and stereotypes through the portrayal of women and men being objectified and fulfilling their “gender roles” are the key reason as to why gender roles in American society are still prevailing. Thus, ad’s that portray strong gender roles, or objectivating images about a particular gender supports and aids the idealized image that men and women strive to have about themselves or the opposite sex.
Text is a mode that many ad’s use to bring the ad’s purpose across, in Nivea’s body wash ad it uses the text “girl not included” which supports the fact that many women are seen as an object of interest. The way that the ad slipped the text in slim all cap font shows that although it is there it isn’t the focus of the ad but is subliminally present. Commonly used when selling toys in toy commercials, the commercial would say “batteries not included”, but in this case the woman ,as with batteries, is only seen as a plus, an object of desire but nothing more by not being “included”along with the body wash. Craig supports, “She is nothing more than an anonymous object of desire.” Some will argue and say that the text “girl not included,” is not significant to the ad’s message but it is also important to note that the focus of the ad should be about the body wash not how a woman being added would either make it better or worse. Therefore, This identity of wanting to be desired or needed is presented through the analysis of the text is significant because it highlights how this may influence the thoughts that women may have about their value to men and society.