Nicole Philipson 2081396

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Are men subject to the same kinds of gender stereotyping in Australian print
media advertising as women?

Advertisement of any sort is immense, they are trying to have their product look
amazing and be sold, the only way to do that is to make the product look as
impressive as it can be. The products are usually gender stereotyped. Men
products are usually darker and bolder, while woman products are usually
lighter and brighter, as this is assumed that it makes it more intriguing to their
own markets. No matter where you turn you see something being advertised,
from t.v. to billboards to magazines. Stereotyping in the media has always been
prominent, whether you are a man or a woman. Most people understand what
being stereotyped is like, whether they are man, woman, gay, straight, white or
coloured et al.

People are stereotyped based on someone elses views and opinions which is
usually based on the media and magazines. Gender stereotyping is a
generalization of ones gender, these stereotypes can be both negative and
positive but they are rarely ever accurate in their assumptions. This happens in
the media but it comes across subtler depending on the category of the gender
or race you fall under. The advertisers want you to buy the product so they use
words like, do you want to be thin like her and do you want women falling for
you, using words like this are usually making a negative impact on your mind,
thus making you want to buy the product and be like the people in the
magazines.

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Judith Williamson (2002, pp 24) states that, There is little difference between
brands of product within any category, such as detergents, papers, towels et al.
It is based on the advertisement to create a difference between each product.
Women are seen to be looked at in magazines, they usual look like the product
either with what they are wearing or how they are appearing. In women are
often seen shaving their legs, having a tan and advertising perfume. This usually
stereotypes women as it is not natural to be hairy, we must be clean shaven with
tanned skin and always smelling fresh. Women are always stereotyped into
these categories, along with the stereotyping that all women who are pretty are
thin.

Men are usually considered acting, they are more dominant in nature, and that
is how they are portrayed in advertisement. They are usually doing something
such as driving a car, or playing cards et al. and if women are in the
advertisement with them they are usually wearing minimal clothing and are
there to be pleasing to the eyes. (John Burger, 1972), explains that if we can
see something then that something can see us in return, for instance he explains
that if you are looking at a hill, then that hill could also in return be looking at
you. This explains that sometimes when looking at a magazine, the man may be
staring directly into the camera, so in return he is looking at you looking at him,
hes gaze is usually powerful or intense.

We only see what we look at. To look is an act of choice (John Burger, 1972,
pp 7). We have a choice about what we look at in the media and who we choose
to discriminate against. When it comes to stereotyping, we can be judgemental
in these acts. Women seem to be more unfairly stereotyped, they are more

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negatively portrayed in the media, they arent thin enough so they need
products to lose weight. Products start out as no importance to us, its the value
in ourselves that makes the product valuable (Williamson, 2002 pp 24). We
allow the product to have the emotional impact it has over us, for both men and
women. We may only see that woman are negatively affected by the media
because we see more through our eyes. Men may point out the negative
stereotypes that they face, and show a different point of view that someone else
hasnt noticed.

Advertisement is not just for men or women, some advertisement is also for
children, they are more gender stereotyped. They dont advertise for children,
they advertise for girls and boys, the issue with that is that not everyone fits the
gender stereotypes. This can make people feel out of place and unsure as to
where they fit in society.

In advertisement, you can sometimes be looking at something subconsciously

and feel the need for it. Such as some magazines that will show a man in a suit
explaining some product but then they also have a packet of chips on the same
page but not in the same advertisement, so while you are looking at what the
man is selling you are also seeing a packet of chips and subconsciously want that
product as well, if they are able to sell you one or more products on the one
page then usually they will push the products on a page that you would want to
stop on, i.e. a man in a suit advertising cologne.

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John Burger States (1972, pp 45):

The social presence of a woman is different in kind from that of a man.

A mans presence is dependent upon the promise of power which he
embodies. If the promise is large and credible his presence is striking.
If it is small or incredible, he is found to have little presence.

Men have always been stereotyped to be the stronger and more dominant
gender, as seen in advertisement over the generations. A man was told if
they are not strong or dominant then they arent much of a man, causing
men to not feel masculine, which it turn means the advertisement was
working because a man would go out and buy the cologne so they would
smell masculine. Stereotyping seems to have more of a negative impact for
both men and women, especially if they do not fit into the category it can
make anyone feel like they need the product to find into the stereotype.

Men and women are both stereotyped in magazines, but there are subtle
differences, such as woman are looked at, their product is more feminine and
usually have makeup on making them look perfect. Whereas men who are
stereotyped are usually bold, masculine and look like they a dominating the
product they are selling. Stereotyping in Australia sometimes go too far with the
perfect image, but we usually allow that to affect us because we feel that we
do not look good enough in our own skin and we want the product to make us
beautiful. Everyone goes through these issues. Men are stereotyped just as
much as women, we just do not notice it because we only pay attention to what
affects us personally, and if it does not affect us then we do not see it as an issue.

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References:

Berger, John. 1972. Ways of Seeing. BBC; London.

Williamson, Judith. 2002, Introduction: Meaning and Ideology, in Decoding Advertisements:

Ideology and Meaning in Advertising. Marion Boyars: London & New York: 11-14.