These female characters mostly differ from real character traits. Characteristics of female models are shaped by men’ s fantasies in order to attract male consumers. Females in these commercials are mostly described as sex objects instead of a whole human being. This concept goes along with the cultivation theory because female viewers see unrealistic beauty and thinness portrayed on television and then start becoming dissatisfied with their own bodies. As a result, females, as well as young teenagers, are starving themselves to death and choosing to get plastic surgery. After watching the 17 commercials based on food, medication, cars, and also two coffee commercials from the 1960s onwards, we came to the conclusion that many commercials share a common theme.
This theme is that women must be “ beautiful” and “ extremely thin, ” and advertising uses sexism to make images of “ ideal beauty” more prevalent and increasingly unattainable. The images inflicted upon us in many commercials are based on a patriarchal dominated society. Males dominate over females and all other family members as well. In this type of society, males are more likely to be employed than females.
Males are often portrayed as businessmen while women are portrayed as perfect wives and mothers. Now, the majority of working females are more likely to be in a male-dominated profession than males are being in a female-dominated profession; males are rarely portrayed as nurses or schoolteachers in commercials. Females and males frequently represent doing genders in medication commercials. In these commercials, females emphasize their emotions, such as talking or sitting close together, while men emphasize sharing activities, such as playing basketball or fishing. The female role is described as being dependent, passive, emotional, and deferential.
The male role is identified as being independent, aggressive, instrumental, and respected. Moreover, women and men are portrayed as stereotypically as they were in the 1960s.
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