Some advertisements address specific types of gender depending on the product or service publicized. These decisions seem to be taken in function of gender role. Certain behavior is expected from the different gender roles. Gender roles are “norms for how women and men are supposed to act” (Floyd, 2016, p. 52). Next, we will analyze five ads to see the way they address products based on genders stereotypes.

     

       Lydia Grieb Inssurance, Inc company, reflects women gender stereotypes for advertising its medical insurance services. Women are considered more inclined to be “caregivers” and provide “consulting” services, as Floyd writes, the reason why in this display a women’s photograph is posted (2016, p. 52). The words used in this ad is meant to highlight feminine roles as consulting services. Expressions like “Do you have questions about Medicare?” or “Call your local trusted advisor” recalls the feminine role of counseling.

           This publicity fails to display masculine gender roles. The insurance service is a way of caregiving to avoid taking risks. Taking risks is a male characteristic. According to Floyd, men are “willing to take risks” (2016, p. 53).  Therefore, while this advertisement is displaying women and characteristics specifics feminine, it is addressing androgynous gender persons. According to Floyd, androgyny is “a gender role distinguished by a combination of masculine and feminine characteristics” (2016, p. 53).  I think there are more androgyny role persons nowadays that in the past. Today more women are the breadwinners of the family for certain periods, like single moms. Likewise, men assume feminine roles; for example, single fathers’ families.

The Ballet Academy commercial is reflecting more the feminine roles that the masculine roles.  In The Ballet Academy logo, we see a ballerina while in the other pictures we can barely see two men. Ballet is an activity categorized as specific feminine for its “attentiveness at appearance” and dancing with grace (Floyd, 2016, p. 53).

              This commercial also reflects in a small measure masculine gender role. To be a good ballerina, someone needs to show strength and competitive which are characteristics of the male gender role. We may say that ballet is an androgyny gender role activity, and this advertisement shows it. Displaying both women and man this commercial tries to evidentiate that both physical genders can make this activity.

Offey’s commercial reflects masculine gender stereotype. This company promotes auto and truck accessories. These products are preferred by most men. This advertisement has the picture of a man, a car, and remote control as the eye catchers’ objects. Offley’s thinks of men as their principal customers by the fact that indulge activities specific masculine like an acquisition of resources.

This company fails to consider feminine or androgynous genders. This display is not meant to attract women by not displaying something specific feminine genders like emotional expressiveness, or caregivers. I think they are not making females customers by not considering their characteristics and the fact that nowadays women are driving cars in almost the same number as men.

Boutique twenty-one publicity is reflecting feminine gender. This commercial count on traditional women’s characteristic of ” attentiveness to appearance” by displaying a beautiful woman wearing a lovely dress and earrings. Moreover, she has beautiful body lines a distinctive feature for women that need to maintain certain body types. Twenty-one may represent young women’s stereotype. Its considered that most women at this age should be beautiful, have a nice body and pay close attention at their appearance.

             This commercial fails to reflect masculine gender. The company logo and the publicity words are pink, or they have a pink background, a color that is specific feminine. The products shown in the display are objects specific feminine like dress and earrings.  Paying close attention at appearance is also characteristic of feminine gender. I do not notice anything in this advertisement that shows characteristics from masculine gender.

Shopify advertisement reflects masculine gender. This commercial post a man holding a fish and a fishing pool. Moreover, this display targets the salesmen as the customers of their products.  Fishing is considered a male activity, and the acquisition of resources the same. People believe that specific masculine characteristics as strength and risk-taking are needed to fish.

             This display fails to address persons that are androgynous gender. Nowadays, many women are fishing for fun or hobby. There is nothing in this advertisement that suggests women can successfully use a fishing gear, and they can. I am one of them. I got the passion from my father who showed me how to use a fishing pool to fish, and over the years I caught few fishes. Lately, I am trying flying fishing, and I love it. Whenever I have time, we go fishing, and we teach my girls how to fish.

I think that in the twenty-first century the activities typical for men or women are long gone. Seems that we all have an androgynous role.