Advertising and Sexual Stereotypes

If you turn on your television or radio or page through a magazine, you'll observe that the majority of ads contribute to the stereotype of females as sex objects and males as success objects. First, take a look at the ads for products used by women. These ads are almost always about getting a man's attention. For instance, the ad for Hanes pantyhose states, "Gentlemen prefer Hanes." Another example is the ad for Windsong perfume …

…girls that it's important to look beautiful. But if you look at ads directed at boys, successful achievement--frequently in the form of military conquest-- is the norm. G.I. Joe stands as a prime example. If you really take notice of the ads on television, radio and in magazines, you will see that this is true. The manufacturers and advertising companies are making billions of dollars with advertising which contributes to maintaining damaging sexual stereotypes.