Advertising - Gender and Social Stereotypes Essay

Marilyn Monroe, Marlboro Man, Hugh Heffner, Pamela Anderson, and The Rock are all examples of the society of idols whom the American public has looked up to in various media forms. In today’s society there are many gender and social stereotypes that remain a prevalent part of the advertising tactics of the media. In the particular ad that I have chosen are examples of gender stereotypes that I would like to analyze and discuss using Douglas Kellner’s article â€Å"Advertising Images†. Kellner states that the tobacco industry in both the past and present use subliminal messages with the intention of portraying lifestyles and choices to the American public. Cigarette ads in particular, Kellner argues, â€Å"contribute to identity formation in†¦show more content†¦The fact that the woman is well-dressed and seemingly high society also adds to the desire of the â€Å"everyman† to attain â€Å"their very identity† (Kellner, 189) from the influe nces of this ad. What woman wouldn’t want power, status, perfect features, and men falling at her every move? And, of course, this can all be attained simply by smoking Camel cigarettes. Similarly the men are also being shown â€Å"socially desirable and meaningful traits† (Kellner 189). Men are being shown an existence where they could attain everything they so desire, a beautiful and sexy woman, a great job, as evidenced by their classy attire, and a happy lifestyle devoid of care and worry. These are definitely all characteristics that men strive to attain, and the ad is also promoting its product at the same time. There are two interpretations given of men in this ad. The first is that if men find a woman who smokes Camel cigarettes they will have everything they desire. The second is that if men purchase Camel for themselves, they can obtain everything. In either interpretation the existence of Camel is involved but the follow-up action is up to the individual con sumer as to whether he chooses to use the cigarettes or not. This particular Camel ad â€Å"depicts how something as seemingly innocuous as advertising can depict significant shifts in modes and models of identity† (Kellner 193) and how it can speak to a larger public about the values and goals of life as a largerShow MoreRelatedWomen And Women Are Like Dogs1544 Words   |  7 Pagesdifferences between the genders. Advertisers capitalize on the fact that men and women are different in order to persuade individuals to consume products and services. Advertising is an important medium in modern society and is used to influence many of the purchasing decisions made by male and female consumers. It is a powerful tool that expresses, develops and alters ideas of gender and social class. 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(Stem, 1993) Social psychologists have argued that schema, networks of memory-based associations that organize and guide an individual