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Gender related stereotypes are "constantly created and re-created out of human interaction, out of social life, and is the texture and order of...

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Gender related stereotypes are “constantly created and re-created out of human interaction, out of social life, and is the texture and order of that social life.” (142) The lecture emphasized the fact that people are socialized according to the “unstated messages” that implies how one should behave in our gender-biased society. We are exposed to various media that consciously and unconsciously emphasize stereotypes of gender. It is a problem because gender definitions set by our society is relatively narrow. In this essay, I want to reflect on how these gender these related messages are created and how it impacts on young women. Masculinity and femininity are terms that expect people to behave in a certain manner according to their gender. The book Women’s Voices, Feminist Visions: Classic and Contemporary Readings argues that there are two opposite aspects of femininity in our society; women are expected to behave as a “chaste, domestic, caring mother or Madonna and the sexy, seducing, fun-loving playmate or whore.” (134) Advertisement is a medium that is very persuasive and influential to viewers. American fashion designer Tom Ford’s signature advertisement is well-known for its emphasis on erotic images of women and men. Tom Ford’s ads have one common characteristic in which women are posed in nude regardless of products he intent to advertise. Often, those images could unconsciously harm and degrade women’s image. In one image, women is ironing men’s pants in nude, symbolizing representative role of women in society but rather in disturbing sexist view. On the other hand, the man appeared in the advertisement is reading newspaper waiting for the woman to iron his pants. His ad is advertised in many different fashion magazines viewed by many young women, which have potential to influence how they view the role of different gender. It seems like women exist for men’s pleasure in this image, which puts women to be subordinate to men. The book Provocateur discusses about images of women in contemporary American advertising market. The author argues that one of the general patterns in advertising is that men are drawn as dominant, whereas women are passive and subordinate. In addition, he claims that “while masculine gender role is valued, the feminine counterpart is disregarded or devalued.” (53) Surprisingly, Tom Ford advertisement is highly accepted in fashion world. The image wrapped up with expensive designer clothes hide what it really contains underneath the image. Young women who are constantly exposed to this type of advertisement think it is appealing and cool. People act based on their thoughts. Those thoughts become stereotypes, which will unconsciously aid in their decision making. I believe gender inequality will deepen as long as the stereotypes exist. Another noticeable fact in those advertisements is that women’s body image is unrealistically represented. Bratz dolls have been blamed for its overtly sexually designed doll. It was originally designed to compete with Barbie dolls, resulting young girls being obsessed with the doll. The Lesson five lecture emphasized that “the myriad messages that children receive from toys, media and parents quickly teach kids what it means to be a woman and a man in today’s society.” Young girls often substitute Bratz doll for themselves, friends and role models. The image
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Gender related stereotypes are “constantly created and re-created out of human
interaction, out of social life, and is the texture and order of that social life.” (142). The
lecture emphasizes...

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