TO WHAT EXTENT ARE GENDER STEREOTYPES PORTRAYED THROUGH ADVERTISEMENTS AND HOW CAN THEY INFLUENCE CONSUMER COGNITION?

The portrayal of genders in marketing, specifically advertising, can in many ways be demeaning, objectifying, and sexualizing. By repeatedly reaching consumers, advertisements can substantially influence their perceptions. While some advertisements may be educational, others reinforce gender norms by abiding by them. This research paper aims to address advertisements where such oppressive depictions are evident, to evaluate the psychological effect on consumer perception, and to explain what their perception may transform into. The selection of this topic finds root in the desire to advocate and promote Gender Equality. Applying the learnings from the AP Psychology curriculum, the aim is to evaluate gender depictions in product advertising and analyse how the sexes, male and female, are presented in two distinct manners and why this characterization is flawed. Advertisements for household products, perfumes, cars, and other products will be analysed. The gender stereotypes will not be analysed in terms of psychological manners. However, they will explain why and how consumers may perceive gender stereotypes by referring to a list of gender norms.