Paper 1: Gender In Advertisements: Gender representations in advertisements are critical examples of behavioral models utilized in social psychology. Persaud, Grauerholz, and Anthony…
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Paper 1: Gender In Advertisements
Paper details
Four pages and no plagiarism and no big words, Apa citation
Solution
Introduction
Gender representations in advertisements are critical examples of behavioral models utilized in social psychology. Persaud, Grauerholz, and Anthony (2018) observe that it encompasses the masculine and feminine binary constructs, whereby advertisers use masculine images to convey messages of power, strength, athleticism, and competitiveness. In contrast, the feminine images indicate beauty, submission, and nurturance. As a result, the paper explores gender representations in makeup cosmetic products as displayed in five different ads for the products.
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The paper also identifies the messages portrayed in the ads and their perception of what people should be based on gender. It is also essential to understand whether the ads rely on binary constructions of gender, including whether they can work with a different gender. The last part explores how the ads contribute to gender socialization. Gender representations in advertisements show stereotypical gender roles consumers use to define themselves, making it easy for advertisers to theme their products, such as using feminine images on makeup products.
Advert 1
The ad captions that the woman might have been born by the beauty she depicts after wearing the lipstick. The image relies on binary constructions of gender, which positions women with absolute beauty, depicted by the absolute smile and pretty face. Consequently, the ad would not attract much attention if the model in the picture was a male figure. Lipsticks are worn mainly by women, meaning that using men to advertise them will likely identify them as less effective in women, thereby reducing sales.
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However, when using a masculine figure, the ad should include convincing messages that it works perfectly on masculine figures. The ad reinforces gender stereotypes and inequality in various ways. Gender socialization involves learning cultural gender-related norms, rules, and expectations to help develop individual beliefs about gender roles and gender identity (Banati & Lerner, 2021). In this case, the model’s physical appearance, such as beauty, wide smile, and clear complexion, can influence recipients of the advert into believing that the lipstick is only suitable for women.
Advert 2
The image is captioned with a gendered message, a foundation of confidence and beauty. Beauty is a typical reference for women. The image shows that women gain their confidence by displaying a beautiful appearance. The captioned message also promises the users self-assurance of their beauty. This means that wearing makeup makes individuals ready and confident in facing their life experiences. Consequently, the ad relies on a binary construction of gender, depicting a clear complexion of beauty associated with women. (Bradford & Catalpa, 2019).
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It would not work if the model were male due to the maroon lipstick and the beauty caption synonymous with women. Hence, when using male models, the advertisers must replace the ‘beauty’ caption with a ‘handsome’ caption. The advert’s caption contributes to gender socialization and would attract more women who believe that the product is specifically manufactured for their gender (Melingui, 2021). They will likely idolize the appearance to experience and fulfill the promise of confidence and assurance captioned in the advert.
Advert 3
The image captions several messages about gender. For example, the advert references ‘Angel Face’, synonymous with women. Also, the illustration under the caption ‘stays longer than powder’ reads that women inform their friends to try Pond’s new Angel Face. Notably, the ad relies on binary constructs of gender since it positions women to have a glamorous appearance when they use the product. The lady wears beads on her hair, including perfect makeup on her lips.
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The ad cannot work if male models are used since all the captions refer to women, including the name of the makeup, Angle Face. If a masculine figure were to be used, all the captions and names must be changed to refer to men. The advert contributes to gender socialization by referring to women in every illustration (Melingui, 2021). Also, the product uses a feminine-related name instead of a gender-neutral name, increasing the potential of consumers to believe that it is only for females.
Advert 4
The image contains gender messages like pretty, which are references for women. Such references indicate that women using makeup are prettier, more confident, and more beautiful. The makeup is called ‘Beauty Puff,’ a reference to the feminine gender. The woman wears beautiful eyes, eyebrows, attractive red lips, and glamorous skin, all symbols of beauty, indicating its reliance on binary constructs of gender (Bradford & Catalpa, 2019).
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In this case, the advert would not work if a male individual replaced the female model. Its message will also change, such as changing its name and reference to beauty to handsome. Based on observations of Banati and Lerner (2021), the advert contains various aspects contributing to gender socialization. They include using a feminine name that may influence peoples’ perception that it is used only by the female. The model also wears a seductive mouth shape, a behavior that is only acceptable among female individuals.
Advert 5
The illustrations used handbags as a gender message, illustrating “tucks away neatly in your handbag for unexpected needs.” Handbags are feminine and are mainly used to carry personal items like makeup when traveling. This shows that women’s beautification is continuous and does not end entirely at home. It relies on binary constructs of gender since it uses a clear complexion, attractive lips, eyebrows, and a flower to depict feminine beauty.
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Notably, the advert would still work if a male model was used since the products’ names and captions are gender-neutral. However, when using a male model, the illustration referring to the handbag must be changed to something masculine, like drawers. Using a beautiful lady with enhancements like earrings, flowers, and a clear complexion contributes to gender socialization (Banati & Lerner, 2021). These features influence consumers’ perception that makeup is used only by women.
(Pictures on request)
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