Sexual Stereotypes in Advertis
When marketers create advertisements they create stereotypes. The most common are gender roles. Women in advertisements are displayed as sexual objects. This works because sex is one of human's basic needs (Miller and Jowles 608). These ads are targeted toward men. If they were to put a commercial on TV of a man lounging on the couch with a remote control in his hand and popping open a beer, some men might find that appealing. But, place a sexy woman on the couch with him, drooling over his wet beer bottle and they can have a man ready to jump in the car to go get some beer. The advertiser is swaying men to purchase their product by stereotyping women as being there for men's desires. The advertiser is saying that if the consumer, a man, were to go purchase their beer, somewhere in that scenario they would get a sexy woman to go with the beer. In reality, men are not that stupid. They know if they run into the local grocery store that they cannot just pick out a beautiful woman with their beer. But still, the more outlandish, the sexier, and the more skin shown, the more that image will stick in somebody's mind. And their hopes are that the next time somebody goes to purchase a six-pack of beer, that image will still be im
The same idea of sexual appeal is used in advertisement for a video game in the same Maxim issue. In a Coors light advertisement, from Maxim For Men, a set of twins is pictured. " This can have a very sexual interpretation; most phrases that have a sexual interpretation have a second more realistic meaning too. There is no warning about drinking responsibly or the effects of drinking. " On the other half of the page is a small except explaining the game and four more pictures of women in revealing bathing suits. This is only perpetuating the stereotypes. November 2002: 163Miller, Henry A. The strategic placement of the words "Ooh baby, I'm coming. These words are easily associated with sex. The actual game, what should be the selling product, is barely even mentioned. The sum isn't men reading Maxim for the sake of the articles. The only way to find that out is to read either the title of the game or the game description.
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