
Women in advertising
Men and women are different, it was designed by nature like this, and there is nothing wrong about it as they supplement each other. There are stable images of men and women roles in the society, which are arduous to change. Men are regarded as strong and brave, intelligent and quick, and female characters are reduced to pretty and sexy objects. Advertising reflects not only the situation on the world market but also the tendencies of modern society and things, which are in the requisition. Gender plays a vital role in advertising, and gender stereotypes define the advertising style. Men carry more critical social functions, with very few exceptions, and this is reflected in the advertisements. Men play roles of authorities in the commercials who either give examples of express their professional opinion in contrast to women, who play submissive roles of users of the products. Advertisement can be called a measure of social view as it expresses the needs of the society, but at the same time, it also forms it. It plays a vital role in promoting labels and stereotypes.
