Gender Socialization Social Expectations And Attitudes...

Every day we come across advertisements, many of them revolve around gender and gender socialization. Gender socialization is â€Å"the process of learning the social expectations and attitudes associated with one’s gender† (Chegg). Our book discusses gender socialization regarding the expectations for masculinity and femininity (Wood 2015). Most companies use these expectations to create their advertisements, but some companies contradict the expectations to create a different vision for gender advertisements. The gendered advertisement campaign that I’m going to analyze focuses on putting a stop to littering. The advertisement consists of pictures of both a man and woman and is designed where the company is comparing what a man would say versus what a woman would say about littering. Key adjectives were expressed in both the man’s and woman’s message to show the gendered differences. On the side of the advertisement with the man, it says, Bin your litter, it s the smart thing to do.† Whereas the side of the advertisement with the woman says, â€Å"Bin your litter, it’s a pretty quick thing to do.† The adjectives smart and pretty bring out the gendered differences in this advertisement campaign. I believe that the adjective â€Å"smart† was placed on the side of the advertisement with the guy because they are considered to be smarter because of their gender. The adjective â€Å"pretty† was placed on the other side of the advertisement with the woman because women are held to that standardShow MoreRelatedThe Study Of Body Image1572 Words   |  7 PagesThe study of body image is a broad topic that touches many subjects including gender. However, the study of body image has been focused mainly on females. This is because the physical shape and image of male bodies have not changed over the history. 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