The reinforcement of stereotypes: Gender in Advertising

Traditional marketing strategies often rely on, but also shape binary gender stereotypes, presenting products as either “for men” or “for women.” However, as societal perceptions of gender become more fluid, advertisers are starting to rethink these conventions. This shift not only reflects changing cultural values but also represents a strategic move to connect with broader, more diverse audiences.

The Historical Role of Gender in Advertising

Think of the clichés: rugged men enjoying a “Männerbier” or women cheerfully cleaning kitchens in detergent commercials. For decades, campaigns reinforced these archetypes. These ads relied on binary gender roles as a way to create targeted messaging—and, to some extent, they were effective.

However, these traditional strategies also perpetuated stereotypes, suggesting that certain products were only suitable for one gender. The result? A growing disconnect with younger generations who see gender as less rigid and who expect brands to align with their inclusive values.

The presentation of gender roles

Young children gain basic understanding by watching and copying what they see. Young girls are targeted by advertisements that provide a range of stimuli that shape and influence their internal gender constructions. The color pink is often used in ads aimed at young girls, and the subjects are usually depicted in tidy and serene settings, playing with dress-up dolls and toys that simulate everyday activities that women are expected to perform, such as cooking and cleaning.This persists throughout childhood and maturity in a variety of cases.

Advertising depictions of women weaken them in five ways, according to Goffman: relative size, feminine touch, function ranking ritualization of subordination, and sanctioned withdrawal. Advertisements from this era also enforced expectations that women should take care of their children, keep their surroundings clean, and serve their husbands.Female subjects are frequently depicted as dependent on men to carry out more mentally or physically taxing activities for them, and as helpless in any other area than what is expected of them. In the past, tech advertising has frequently portrayed women in conventional domestic or supportive roles, reflecting broader cultural expectations of women.

Men have historically been portrayed in advertisements as independent, breadwinners, tough, invulnerable, athletic, and generally more capable than their female counterparts. Men in advertisements are usually pictured as leaders in and out of the household, being able to accomplish extreme tasks with little effort or assistance. When shown in advertisements with women, men are typically seen in a dominant position both socially and physically. There were a few attempts to loosen up those gender roles in the advertisements in the 1980s by companies such as Apple, showing a gender norm deconstructing ad during the 1984 Super Bowl half time show.

Creating the “ideal” body image

Advertising often showcases idealized and heavily edited bodies, which can lead to significant psychological effects, particularly body dissatisfaction. Children are especially vulnerable, as consuming these images often results in self-objectification, where individuals view their bodies from an external, critical perspective. This can lead to body shame, appearance anxiety, and even eating disorders or disordered eating behaviors.

Advertising often depicts female bodies as objects of desire, reflecting the male gaze. Hyper-feminine, obedient, or sexually objectified representations of women are common, and phallic imagery is occasionally employed to imply sex. Women who compare themselves to idealized models and celebrities may experience anxiety, despair, and body dissatisfaction as a result. Older women are largely excluded from these narratives of sexuality, with media reinforcing the notion that maintaining femininity requires preserving youthful bodies. Advertising often profits from the sexualization of young women while ignoring the sexuality of aging women.

Male bodies in advertising are similarly idealized but in different ways. Men are typically portrayed as dominant, strong, and physically controlling, especially in imagery involving women. This dominance is often illustrated through firm physical holds or the male gaze directed at women, who remain passive subjects. The ideal male body is depicted as muscular and powerful, with aging men facing societal pressure to defy aging in order to retain their masculinity and societal power. Male body imagery is often used in advertising regardless of its relevance to the product, perpetuating unrealistic and narrow ideals of masculinity. Therefore, in both cases, the portrayal of bodies in advertising reinforces harmful stereotypes, contributes to body dissatisfaction, and perpetuates unattainable standards of beauty and worth.