2024, Vol. 5, Issue 2, Part A
From stereotypes to inclusivity: The evolution of gender representation in advertising
Author(s): Soumen Das
Abstract: This study tracks changes from conventional preconceptions to more inclusive and empowering depictions of gender in advertising. Through the examination of prominent case studies including the "Real Beauty" campaign by Dove, the initial Gillette and Calvin Klein commercials, and Always #LikeAGirl campaign, this study sheds light on the notable advancements and persistent difficulties in the representation of gender in the ads. It is well known that Dove's ad embraces variety in body shapes and ethnicities while defying conventional beauty standards. Conversely, the previous advertisements by Gillette and Calvin Klein highlight the enduring nature of conventional gender roles and objectification. This paradox captures the nuanced function of advertising as a catalyst for change as well as a mirror of cultural ideals. The results highlight the necessity of ongoing innovation in advertising to encourage true empowerment and prevent the reinforcement of antiquated prejudices. Subsequent studies ought to go deeper into the influence of these portrayals on social perspectives and examine methods to promote gender parity in advertising.
Pages: 10-14 | Views: 3214 | Downloads: 2257
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How to cite this article:
Soumen Das. From stereotypes to inclusivity: The evolution of gender representation in advertising. International Journal of Advanced Mass Communication and Journalism. 2024; 5(2): 10-14.
