What Is The Representation Of Gender Stereotypes

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There are many commercials and advertisements that depict gender stereotypes, both in a positive and/or a negative way. My ISP topic has a lot to do with gender identity and stereotypes, therefore the following advertisements I have chosen to deconstruct portray strong messages related to gender stereotypes. The first is a 60 second commercial for Pantene Pro-V hair products that is loaded with North American gender ideologies.
This commercial opens with an image depicting someone walking down a very bare corridor wearing a pair of black high heel shoes. The symbol of the shoes being the first image shown communicates a powerful message of femininity and sexual power to the viewer. A woman wearing these shoes would walk with a sway, accentuating her femininity by drawing attention to her hips and buttocks.
North American ideology views female sexual attractiveness as powerful, therefore the more sexually attractive a woman is the more powerful she is, especially over men and in competition with other women. …show more content…
The mood is enhanced by the song playing throughout the commercial. The lyrics of the song convey a clear message also, as it says “All around me are familiar faces Worn out places, worn out faces”, this can easily be a reference to the familiarity of mostly male faces seen in powerful corporate positions and how this has been the norm for a very long time. The beginning of the commercial immediately forces the viewer to choose a side, male or female, therefore assuming the corporate world is binary and has no room for gender

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