In the society we live today, there are very obvious gender stereotypes that exists. No matter how much we say that men and women are equal, there is still a very clear distinction between the two. As Aaron Devor talks about in his article, "Gender role behaviors and attitudes", the stereotype is that men need to show more aggression and dominance while women are supposed to be more passive and submissive with neither characteristics of the gender being better than the other. He also says that one gender will not be able to perform well in tasks that are meant for the opposite gender.
This advertisement for example clearly conveys this idea of femininity that Devor was talking about in his article. He stresses upon femininity having an image of submissiveness and passivity. The girl in this advertisement is not making any eye contact with he audience and her hair is covering part of her face which clearly gives her an expression or image of shyness and unassertiveness. The expression of the woman in this advertisement is very crucial in showing the stereotypical idea of femininity.
Secondly the dress of the woman is worth noting. The kind of clothing worn plays a great role in the social definition of masculinity and femininity. Devor in his article states that one of the ways femininity is expressed is "though modes of dress, movement, speech and action which show weakness, dependency, ineffectualness, availability for sexual or emotional service, sensitivity to the needs of others." The expression of the woman in this advertisement clearly shows weakness and submissiveness which is a stereotypical view of women. He also stresses on the fact that Women need to dress for men in a way that is more appealing and attractive to men. In this advertisement, the woman is wearing an elegant outfit that is very feminine and is also showing a lot of skin. Devor talks about showing skin as being a very important part of conveying femininity. This again gives the advertisement a very feminine charm. According to Devor, body postures that communicate subordinate status and vulnerability appear to be very feminine. Smiling for example sends a very pleasing and calm appearance which sends across a very feminine personality.
Devor also talks about the women being very compact and closed in compared to a men who tend to spread out them selves more and be more adventurous. This advertisement is very compact and tight which conveys the notion of the feminine appeal.
The target audience of this advertisement is other women. It manifests the stereotypical notion of femininity which would appeal to other women who want to also embrace that feminine appeal and essentially would attract a woman to the product itself.
This advertisement for example clearly conveys this idea of femininity that Devor was talking about in his article. He stresses upon femininity having an image of submissiveness and passivity. The girl in this advertisement is not making any eye contact with he audience and her hair is covering part of her face which clearly gives her an expression or image of shyness and unassertiveness. The expression of the woman in this advertisement is very crucial in showing the stereotypical idea of femininity.
Secondly the dress of the woman is worth noting. The kind of clothing worn plays a great role in the social definition of masculinity and femininity. Devor in his article states that one of the ways femininity is expressed is "though modes of dress, movement, speech and action which show weakness, dependency, ineffectualness, availability for sexual or emotional service, sensitivity to the needs of others." The expression of the woman in this advertisement clearly shows weakness and submissiveness which is a stereotypical view of women. He also stresses on the fact that Women need to dress for men in a way that is more appealing and attractive to men. In this advertisement, the woman is wearing an elegant outfit that is very feminine and is also showing a lot of skin. Devor talks about showing skin as being a very important part of conveying femininity. This again gives the advertisement a very feminine charm. According to Devor, body postures that communicate subordinate status and vulnerability appear to be very feminine. Smiling for example sends a very pleasing and calm appearance which sends across a very feminine personality.
The target audience of this advertisement is other women. It manifests the stereotypical notion of femininity which would appeal to other women who want to also embrace that feminine appeal and essentially would attract a woman to the product itself.
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