Synthesis of Articles Compared on Identity and Stereotype in Advertisement

Synthesis of Articles Compared on Identity and Stereotype in Advertisement Society, in general, has organized and adopted certain behavioral beliefs about specific types of people, and such behaviors are used to represent the entire group. Stereotyping goes in hand with identity – how individuals are represented in society. The advertisement industry has significantly promoted identity and stereotypes. For instance, Pious and Dominique Neptune in racial and gender biases in magazine advertising and How Commercial Enforces Gender Stereotypes among Children the Ways Affects Them Psychologically Abigail Frisoli argues that advertisement has used the platform to discriminate one gender the other from different. This essay, therefore, synthesizes and compares ideological arguments from the two authors mentioned above that the advertisement industry is a major culprit in promoting identity – gender – and stereotype – how each gender is supposed to be perceived in the society in terms of dressing and roles.

Synthesis of Articles Compared on Identity and Stereotype in Advertisement. Advertisement has significantly promoted gender identity for years in a stereotypical way of how they are supposed to be perceived in society. Pious and Neptune in racial and gender biases in magazine advertising argue that the advertisement has conditioned how women are supposed to dress. Mostly, women have been portrayed to reveal more of their body parts than men in advertisements (Pious and Neptune 628). On the other hand, Frisoli, in How Commercial Enforces Gender Stereotypes among Children the Ways Affects Them Psychologically, argues from a perspective of children that the advertisements have gendered dressing codes. Advertisements have specific clothing that is specific to a gender. Male targeted advertisements are done with toys and a male child covering himself completely (Frisoli 30). Consequently, the two authors show how society should perceived gender dressing styles.

Also, the two authors agree that advertisement has promoted gender identity and stereotypes in society. In terms of gender roles, the authors have associated different gender with specific roles. Pious and Neptune in racial and gender biases in magazine advertising argue that most advertisements have shown women being around the home. The argument has portrayed them as being associated with home keeping and taking care of the house while their male counterparts are out working on other sectors (Pious and Neptune 629). Similarly, Frisoli, in How Commercial Enforces Gender Stereotypes among Children the Ways Affects Them Psychologically, argues that most advertisements shown teach the girlchild that their roles are in the house and specifically in the kitchen (Frisoli 1). Also, the author shows that the advertisements are teaching boychild that their roles are associated with outdoor and problem-solving activities.

In conclusion, the authors agree that advertisement has significantly promoted gender identity and stereotypes in society. However, they use different approaches and perspectives to argue their cases. Pious and Neptune in, racial and gender biases in magazine advertising, use advertising models to show gender identity and stereotype. On the other hand, Frisoli, in How Commercial Enforces Gender Stereotypes among Children the Ways Affects Them Psychologically, uses child approach to the gender identity and stereotype in society. Therefore, the advertisement industry plays a key role in gender identity and stereotypes.

Work Cited

Frisoli, Abigail. “How Commercial Advertising Enforces Gender Stereotypes among Children and the Ways This Affects Them Psychologically.” Sacred Heart University Scholar 3.1 (2019): 4.

Pious, Scott, and Dominique Neptune. “Racial and gender biases in magazine advertising: A content‐analytic study.” Psychology of women quarterly 21.4 (1997): 627-644.