Gender Stereotyping

Gender Stereotypes are still very much alive in media advertising today. This is a relevant topic because contrary to what some may initially think, advertising has far-reaching implications beyond just selling products.
 "Advertising has the power to manipulate people and turn them into obsessed consumers while they continue to believe that they can never be affected by the advertising messages and can preserve their right to freedom of choice. Even the most unexciting advertising idea can affect us by the hidden power of the image it promotes."
This quote from a Burgas University research study hits the nail on the head regarding the implications advertising has on its viewers.
In this ad by Kia, gender roles are very much stereotypical and depict men and women in their stereotypical roles:

The women are all dressed in scantily clad outfits with high heels and short skirts. They depict objects of men's lust. They come into the "man cave" which is a garage that men stereotypically convert into a space to watch sports and drink beer. The women proceed to redecorate and clean up the man cave. This gives off the feeling of women stereotypically being the housecleaners and decorators and in charge of general household cleanliness. This falls in line with Burgas University study which says, "...women are associated with household chores and shopping...". 

As long as we continue to portray women and men in these stereotypical roles, reality will continue to attempt to follow suit. These ads show men and women it is acceptable in general society to fit these stereotypes in reality. While the ad is clearly marketed towards men, the overall message of the ad can influence men and women alike. As the Burgas University study says, "The media will continue to bombard people with exciting or insipid advertisements featuring sophisticated or blatantly naïve gender stereotypes." As long as these "blatantly naive gender stereotypes" continue to be presented as acceptable, we will continue to see men justifying their objectification of women, conspicuous laziness, and alcoholism, as well as see women attempting to fit the role of housewife, and feel self conscious about themselves if they don't have the physical appearance of a supermodel in a tight dree and high heels etc. 

source: http://research.bfu.bg:8080/jspui/bitstream/123456789/104/1/BFU_2010_T_XXIII_Popova.pdf