Stereotypes in Advertisements

Advertisements throughout the years have often fallen into using traditional stereotypes which have been presented in similar styles for decades. Particularly the stereotype surrounding the way men and women are expected to look, as ads are visually heavy media sources which are required to be eye-catching. Therefore, these adverts have used heavily edited images in order to look aesthetically pleasing. Women are regularly seen as ‘decorative’ and passive beings within the advertisements, often boasting slim figures. Men contrast this image, as they showcase muscular bodies often interacting with what is being advertised. It can be debated that the ‘traditional’ men’s body is more realistic and more easily attained than the oppositely slim figure which is expected of women. However, both perfectly toned images of the genders do not depict the reality of the plethora of body figures seen everyday.

            These unrealistic images are projected around the world, and viewed by an audience of all ages. A common stereotype seen within these ads is the unrealistic body expectations given to men and women. Many advertisers have turned to using social media as a platform trough which they can share their advertisements. As many young adults are constantly using various social media platforms, they are being heavily exposed to these unrealistic figures which can affect the way they expect their own body to look. As these advertisements often only project certain body stereotypes, it can lead to unhealthy relationships surrounding body image. It can be argued that the fitness industry has as well flourished in the past decade due to people chasing after the ‘perfect body’, which is created through media/advertisements.

            Although advertisements are a form of visual media, and have a purpose of being eye-pleasing, these advertisers should begin using several other body types in order to celebrate body image diversity. As well, these different body styles should be used within the advertisements without heavily labelling them as “plus-size” or “curvy”. By showcasing other body types, societies view of the ‘perfect body’ would become less critical, and there would be less pressure on the way each gender is expected to present themselves. Advertisements are constantly seen by the public, weather virtually or in real life. It is important that this major media source begin eradicating such ‘traditional’ stereotypes in order to create more accepting communities. Children/teens should not be growing up having to please expected stereotypes, as this creates unhealthy mindsets and only further spreads these unrealistic labels.