Created by WS-71, 2015

Sexism in Advertising—Essay 3

Sexism in advertisement is probably as old as advertisement itself and it was not always like nowadays an often discussed topic. It is really common for commercial producer to use the prejudices of the gender to advertise for their products. This essay is going to compare the differences between today's and in the past sexism in advertisement. The topic will be discussed on the basis of two advertisements from different times.

The first announcement was published by the Japanese enterprise Kenwood. A woman is embracing her man in the kitchen behind a new mixer of Kenwood. Furthermore is the woman wearing a chef's hat and seems to be happy about her just received present. In the left corner of the picture is following sentence written:“The Chef does everything but cook – that's what wives are for!”.The word 'Chef' is ambiguous, the first meaning is the literally one thus cook, the second one means the 'Chef' as a boss. Thereby the male gender is portrayed as the one who is working and is able to make such a purchase, the female gender in contrast is represent as the one who is just able for domestic work. At this time there were for sure by far more households in which the man worked and the woman did domestic tasks than nowadays. Nevertheless the woman's potential is very restricted. In addition is in the right corner the sentence “I'm giving my wife a Kenwood Chef” written, which represents again the above mentioned prejudices.

The second advertisement shows a symbol of a man and one of a woman, which obviously represents the both gender. While the man is just connected with a beer, the woman has connections across multiple choices of pants, tops, shoes and drinks. In this way it is advertised beer. It refers to today's prejudices that man just need something convenient like a beer to be satisfied, but woman on the other hand matters by far more to be happy. It illustrates the male gender as not really demanding and the female as the one who has more claims. Due to the fact that nowadays the role allocation is by far more mixed than in the past, there are no limitations for any gender. However advertisements still work with the prejudices of the gender.

The difference between today's and past's advertisement is that in the past the gender role allocation was showing the female gender bowed to the male ones, rather to today's advertisement. However nowadays advertisement illustrates the prejudices and differences of the genders often in a funny or sarcastic way, because the role allocation of man and woman are not as limited as in the past anymore. In the past it was comparative serious and the woman was the most times the gender which was affected by sexism in advertisement, other than nowadays, because both gender are more affected now by sexism, but mostly in a absolutely acceptable way.


Finally summarizing the comparison about sexism in the both advertisements, it seems likely to come to the conclusion that the way of sexism definitely changed in a better way, but it should still be a discussed topic because it is still findable in to exaggerated ways which affect the male and female gender or particular groups.