Sexism in Advertising Essay - 791 Words

Ciera Colley M. Conklin ENC 1102-058 27 September 2011 Project 1: Ad Analysis It is obvious that women and men have play different roles in advertising. Men are portrayed as the dominant figure, while women are portrayed weak or as objects. For example, in this ad the male figure is taller and his face doesn’t have as much lighting as the female figure. Appearing in 1961, a time remembered by family values and consumerism, this ad for a Kenwood Chef food processor uses the stereotype of women being at the disposal of men. The audience is singled out through the text in the ad itself, which reads â€Å"I’m giving my wife a Kenwood Chef.† As men working was the main source of income for the average family in the 60s, the obvious†¦show more content†¦The logical fallacy, hasty generalization, is one that â€Å"usually lies behind a stereotype.† The author of this ad uses the 1960s society stereotype that women shouldn’t work, rather they should stay home and care for their family. Thinking back to the time peri od, this ad was probably a perfect advertising tactic. It goes well with the wanting of having a stable home and family during the time. The wife cooking and cleaning at home and the husband out working, so that he may buy his wife a Kenwood Chef. The feeling of the ad is a light, casual, humor or general happiness. Most of this feeling is coming from the female figure, as if she’s just received the Kenwood Chef as a gift from her husband. The author tries to convey to the husband how much happier his wife will be to cook for the family if she had the appliance. In conclusion, men and women play different roles in advertising. Men are portrayed as the dominant figure, while women are portrayed weak or as objects. This ad has a strong appeal to the rhetorical appeals, kairos and pathos. Also, logical fallacy, hasty generalization, is quite present. The timing of the ad was during a time of family values and consumerism, so it made sense to have the male as the dominant figure. Works Cited Brasted, Monica. Care Bears vs. Transformers: Gender Stereotypes in Advertisements - The Socjournal. The Socjournal. 7 Feb. 2010. Web. 27 Sept.Show MoreRelatedNegative Effects Of Sexism In Advertising898 Words   |  4 PagesLarge corporations will do what it takes to sell their products. Sex sells and has for a long time there for businesses exploit this while negative stereo types are associated with women. This may not seem like an issue for some however the sexism people see in advertisements find their way into the status quo. Young children even educated adults absorb the information they see in advertisements and deem what they represent appropriate and then reproduce it essentially dehumanizing women. VintageRead MoreSexism in Advertising and General Media Essays898 Words   |  4 Pagesgender. 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