Estereotipo De La Mujer

Stereotyping Of women In Advertising

"In advertising of domestic products the situation seems to have changed women still remain the performing household chores," said Jean Kilbourne, internationally recognized for pioneering the study of the image of women in advertising and explore the stereotypical representation in ads through their documentary Killing us softly (killing us softly) and their talks at various American universities. "Occasionally we see a man but always seems to do the wrong thing and end up needing help women, which, besides being insulting to men reinforces the idea that women who must actually perform these tasks"

Stereotype is an image or commonly accepted idea of a group or society immutability. An image depicting a group. This is a set of beliefs about safety characteristics as those of a certain group that is generalized to almost all group members.

She keeps (always with a smile) house squeaky clean, pure white clothes, plus smooth, clean and fragrant, is able to wash endless of dirty dishes after having prepared a delicious and nutritious meal for the family, by the way, is an excellent hostess, besides beautiful, elegant and modern. She takes care of the children, leads to school, bathes and educates, and if a family member is sick, knows a lot of remedies to relieve any discomfort. As if that were not enough, make purchases, so it is an expert consumer. Here's how women loving family and friends earn, and achieve the important goal of pleasing.

In our culture a woman expresses a continue of distinctions as to the possibilities, limitations and impositions.

In our time television plays an important role in the establishment of stereotypes, especially gender (or sex) because it has the potential to create social values and influence people because it provides definitions, presents models, and can be an exponent changes. Among the many stereotypes that offers us is that of the ideal woman who, through commercials, shows a happy, spontaneous, intelligent, respectable, socially acceptable, desirable and influential woman. Not contradict what we are told, is accommodating, helpful, attentive, etc. Physically it is thin, with perfect body and classic, beautiful features.

Whenever it appears to us less sexist advertising. Still exists, but is so subtle that we do not realize it. (It is the case of this example)

Gone is the woman as as inferior or subservient home housewife whose life revolves solely around her husband.

However, when both spouses work outside the home, women are still seen as solely responsible for housework.

This has given rise to a new female stereotype: the superwoman, tireless woman who can combine work outside and inside the house.

Man of advertising has already made his first forays into the kitchen, but is rarer still appears cloth in hand polishing the counter.

Furthermore, when the man cleans usually answer two archetypes.

The nerd who can not do anything, so that the main conclusion is that it is best that they continue taking care of their labors.

The super-expert explaining to women how to clean, which she is still the primary responsibility of the home.

In conclusion, advertising is increasingly important as a tool to stimulate consumption, but also as a means of transmission of concepts, values and social attitudes.

Advertising attributed roles that keep man decision makers and women as mere object of consumption.

While striving to legal measures to achieve full equality, from advertising inequality power, advertising, today, discriminates against women and does it in all segments, are sexist ads on children's advertising, image subservient housewife building facing the creative and entrepreneurial spirit that is attributed to man, etc

The country has changed enormously since

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