Men and Women in Advertising

Introduction

What really entices the consumer into the advertisement? Is it the product itself, the provocative image of a woman with her breasts exposed, or a muscular man showing off his body wearing pants that barely cover him? These advertisements portray a distorted representation of men and women. In magazines like “Rolling Stone” and “Vogue,” both men and women are exhibiting their bodies in revealing ways. Many of these advertisements sell not just products but also pornography and sex; they present computer-modified bodies to young people who aspire to such unrealistic standards, which can often be unhealthy. Does sex sell? Do people really buy products because of the product itself, or because of the sexual images that are embedded in their minds? Are the public aware of the tactics used in advertisements to sell products? And the real question is, do they still buy, even when knowing and being aware? These are questions we ask ourselves when considering how advertisements objectify both women and men.

Gender Representation in Magazines

These magazines target young audiences. Vogue magazine focuses on fashion and trends, which many young people follow to dress stylishly, while Rolling Stone is a well-known magazine featuring popular artists. These magazines capture the attention of young people, and the first thing they notice is the cover. The cover, in this case, can attract both men and women. Men might be drawn to Rolling Stone because it features a woman who is half-naked, with a man holding her breast, which borders on pornography and suggests male dominance over the woman. On the Vogue cover, both women and men might be captivated. Women might be attracted because of the man flaunting his muscular body, almost exposing himself. Today, advertisers use gender and sex to sell products, often creating unrealistic expectations for consumers. According to Jean Kilbourne, “Advertising is an over $200 billion a year industry. We are each exposed to over 3000 ads a day. Yet, most of us believe we are not influenced by advertising. Ads sell and deal more than products. They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be. Sometimes they sell addictions” (Kilbourne, 1999).

Men as Objects in Advertising

Men are depicted as sex objects, flaunting their muscular bodies. They are often portrayed as dominant figures (Das, 2000). In America, and globally, men are generalized in commercials. Studies indicate that issues like assault and sexual abuse can be linked to the portrayal of men in advertisements (Stankiewicz, 2008). This is because men are typically shown as dominant in ads, especially when paired with women, where the man is usually holding the woman in a sexual manner, demonstrating control over her.

Women as Objects in Advertising

Women are also portrayed as sex objects. Kilbourne (1999) notes that the sexual exploitation of women, once confined to explicit entertainment, is now expressed in films, TV shows, and advertising. The body positions, expressions, and sexual power dynamics in advertising often mimic those in pornography. Kilbourne provides examples of ads where women are depicted as physically and emotionally weak, while men are shown as dominant.

Non-Verbal Cues in Advertising

The non-verbal behavior of men and women in these magazines is evident, especially on the cover. There are significant differences in how people use and respond to nonverbal cues. Many nonverbal cues commonly used by men put women at a disadvantage in situations involving power and status. Men often use these nonverbal signs of dominance to make women feel defensive and submissive. Men tend to have more personal space than women, who are often more constricted. Women's clothing often reveals more, signaling that they are "easy" to men. For men, an example would be touch. In many magazine advertisements, men are usually holding women inappropriately, often from behind, showing power and dominance. While these sex-based patterns of nonverbal behavior are deeply ingrained, it is crucial to be aware of our nonverbal behavior and its impact on others.

Gender Roles and Product Advertising

The messages conveyed to the audience by gender roles are influenced by the type of product being advertised. Women, for example, are often stereotyped and appear in commercials for clothes, cosmetics, cooking, and children. Men are stereotyped for ads involving cars, tobacco, etc. The roles offered to women are very limited, often involving childcare, cleaning, and cooking for a spouse. As seen across various media, women's roles in print advertising are clichéd and limiting. Women are depicted as not making significant decisions, being dependent on men, and being mere sex objects. Men, too, are portrayed as the "great providers," maintaining the societal view of masculinity.

Conclusion

Are advertisements “selling” something other than the product? The pervasive use of gender roles and sexual imagery in advertising raises questions about the values being sold alongside products. It is essential to critically evaluate the impact these representations have on society and individuals, challenging the unrealistic standards and stereotypes perpetuated by advertising.

References:

• Das, M. (2000). Men in Commercials: Representation and Reality. Journal of Advertising Research.
• Kilbourne, J. (1999). Can't Buy My Love: How Advertising Changes the Way We Think and Feel. Simon & Schuster.
• Stankiewicz, J. M. (2008). The Effects of Sexual Objectification in Advertising. Media Psychology Review.