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Running head:GENDER REPRESENTATION IN ADVERTISING1Gender Representation in Advertising.Name: Jing Li.Institution: University of Leeds.
GENDER REPRESENTATION IN ADVERTISING2Gender is one of the primary considerations that the media makes in creating andproducing its commercials. After a close examination of the target audience and the product orthe show that is ought to be marketed, the producing media house then decides on theappropriate gender to air the advertisement. This means that certain gender roles set by societyare considered in choosing the right gender fit for the commercial and, hence, someadvertisements are given to the male gender because of the view that they are the right gender todo the commercial. Subsequently, the female gender is given a particular category ofcommercials to advertise due their full qualification. Therefore, a general analysis on this studyproves my point of view that gender representation in television advertisements is utterlystereotypical.Every television advertisement has its participating characters, led by the primary or themain character. The main character in a television commercial is the individual who airs the mostvital information about the product being marketed in the commercial and, in most instances,appears the most number of times in the commercial. In many television commercials, theposition of the primary character is given more to the male gender than their female counterparts(Miller, 2003). For example, most television advertisements about family stars a nuclear familywhere the man is the head of the family, hence, qualifying to be the primary character airing themost crucial information about whatever is on the market and, gives the final verdict that willmake viewers appreciate both the product and the whole team of characters in the commercial.Another example is in an advertisement about a sanitation product like a medicated soap or animportant medicine. In such an instance, in most of the television advertisements, a man is actingthe character of the prescribing doctor while women are his intermediate assistants in promoting