Stereotype is defined as a widely held but fixed and oversimplified image or idea of a particular type of person or thing. While there are many ways one person can be stereotyped, Floyd states gender stereotyping is what culture has deemed as appropriate behavior from an individual based on their biological sex alone. Men are associated with masculine roles; such as, strength and dominance, and women are associated with feminine roles; such as nurturing.
In this day and age, I feel as a society we are doing more to break these old-fashioned stereotypes. Individuals definitely have a lot more freedom to choose their own identity now than men and women did 20, 30, even 50 years ago. It doesn’t mean we as a society don’t still identify with these stereotypes.
I found the below advertisements and offered my own analysis how each ad reflects these stereotypes of gender roles.
“Man Baby”
Floyd’s definition of the male gender role states culture expects strength and dominance from men. This ad is the complete opposite. This man has a beard, which does make me think masculine, but babies are vulnerable and need protection. Therefore, putting a man’s head on a baby’s body is not aligning with that masculine expectation. Even within my own idea of what I thought the ad was going to be for, does not put men in a dominate position.
When I saw this ad, I initially found just the image to be a bit comical. I think a lot of married women have referred to their husband as their child at least once in their marriage; I often refer to my husband as my third child. When I actually read the ad and found it was for promoting proper sleep habits, I was surprised. I honestly thought it was going to be for a cold medicine to help your man-child sleep when they had their man-cold. My expectation of this ad was based on a different stereotype of men I share with many married women that men are babies when they are sick.
“Poetry”
This add certainly plays into the masculine stereotype. The man in the photos is a blue collar HVAC worker. He looks physically tough with his scruffy facial hair, stern look, and arms crossed. They show several pictures of him working and around machinery. All of these things feed into that that strong, male appearance. They want to appeal to these type of men to prove that their product is “tough enough” too.
This company also plays into the masculine stereotype by saying “it’s as close to poetry as we’ll ever get.” Poetry is artistic, expressive, emotional; none of what being “masculine” means. The men this ad is appealing to would find something like this funny and draws them more to their product.
“Fancy Furniture”
Floyd, in part, defines feminine gender role with being expressive. Historically, women have been tasked with home design and care; stereotypically speaking. Men’s design ideas are usually isolated to a man cave within the home. Home design is certainly a perfect way to express yourself. When I think of what I look for when furniture shopping, I’m focused on aesthetic first. I think how the color, shape, fabric, etc will work within the space. Comfort, quality, and price are all second-hand thoughts to me.
I feel this ad is trying to appeal to women more than men. It plays off of the female stereotype that women like to get dressed up and go out on the town. The model is very nicely dressed, the room looks high-end, and the message on the wall refers to making your home a “fancy place” by buying this furniture.
“Retro Ad”
Floyd also describes nurturing as a behavior of feminine gender role. This ad was originally published in 1947. Considering the culture at that time, this ad is definitely reflecting the caregiver stereotype with woman. This ad was meant to appeal to real life busy mothers to help them multi-task a seemingly endless list of chores.
I do find it amazing how accurately this ad reflects the expectations culture had on stay at home mothers. This woman literally has her feet in two different rooms of the house at the same time in this ad. She has just put a load of laundry in the wash, the house is pristinely clean, and she is happily about to give her baby a bath. All of this, mind you, while wearing heels. I also imagine she also has a three course meal warming in the oven. I mean, if this isn’t the picture perfect mother we all strive to be to this day, I don’t know what is!
I could not see this ad withstanding the test of time to today’s standards. Floyd does point out that gender roles are not set in stone and can change with time. There has been a shift in our culture. Now, many households have working mothers and stay at home fathers. Husbands are also more likely to help with household tasks today than in years past; especially in comparison to 1947.
“Wedding”
This ad does not reflect or counter any gender stereotypes. This bank just wants to show its customers that it’s will be there for you to plan your life. This ad is playful and has the power to appeal to a mass audience. All cultures get married, and it’s an expensive event for all of us. This ad is very relatable. As a customer, it would make me think if what other events I may need help planning.
Even though the ad is using a wedding for its example, it’s still not limiting the possibility of the service to you. By stating, “The greatest moments in life come with the biggest financial challenges. Let us help with planning and budgeting.”, this can appeal to anyone facing a new life step. It can appeal to a man wanting to open his own auto shop, a woman expecting her first child, or an older couple planning for retirement. This ad is letting you know they don’t care about the stereotypes, they want to support you and your goals, no matter what they are.
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Gender Sterotypes 