Gender Representation in Advertising

The stereotype of women represented in this advert is that they should be housewives who absorb themselves in/love cleaning. This is suggested by the fact that the woman positioned on the left of the advert is hugging the box of Tide with love hearts above her head, this is trying to imply that women are in love with washing up and treat it almost as if they are in a relationship with the soap. This could also suggest that women are quite dense as they can confuse a box of soap for their partner making it seem as though they are not at all intelligent and are simply for the use of completing household chores. Additionally, the slogan, "Tide's got what women want!" is quite offensive as it suggests that women only care about cleaning and nothing else which gives the idea that that is all they are useful for.

The stereotype of women represented in this advert is that they are only there to look good, they are inferior to men and must conform to conventional standards of beauty. This is suggested by the fact that the woman herself believed that she was too skinny just because the men told her that which shows that men are superior and have control over women and that women must act on what a man has said to them immediately. Additionally, as soon as the woman gained weight and the man called her 'gorgeous' it was only then that she herself believed it and took it upon herself that she was beautiful based on a man's standards rather than her own. This is also indicated by the fact that it was more than one man that was there when she was called skinny which is a representation of the pressure that women receive to look beautiful.

The stereotype of women represented in this advert is that women are 'prizes' for men, this is suggested by the fact that the women in this advert is seen as almost being a slave working for the man. The man has most likely come back from work and so the advert could be trying to suggest that after a man's long hard day at work when they get home they are rewarded with their 'prize' being the woman. This is also suggests that women are inferior to men as they are looked down on as nothing more than an object not even a living thing which gives the idea that they are not on the same level of importance. Additionally, it supports the stereotype of women being inferior to men as the woman is not only seen as kneeling down before the man but also giving him food which almost looks like an offering suggesting the man is a God and the woman is a mere follower. The fact that the text also says, "show her it's a man's world" leaves the impression that men are the ones in control over women and women should not even attempt to challenge this.

The stereotype of women represented in this advert is that they find pleasure in doing cleaning and other household chores. This suggests that even 50 years later women are still expected to be housewives that look after the house and do things 'suited' for a woman rather than a man. Additionally, the fact that the text says, "get back to the job that really matters", this suggests that the only important job for a woman is to clean and so that is simply their only purpose/use meaning that they lack in all other areas. 

The stereotype of women represented in this advert is that women lack the intelligence to feed themselves and instead need things to be done for her. This is suggested by the fact that the woman is just blindly allowing herself to eat the burger without questioning what it is. Additionally her facial expression and the way her make-up is done makes her resemble an AI of some sort which implies that women have no common sense.  Also, the fact that she's wearing make-up suggests that all women should look just like this.

The stereotype of women represented in this advert is that women are being forced to conform to the beauty standards of our society. This is suggested by the fact that the advert is just blatantly trying to say that if you have any kind of figure that differs from that of figures similar to the woman at the bottom of the advert then you need to change yourself. It also suggests that if you don't like that you simply don't look attractive as it displays a picture of a pear which almost dehumanises women. It also sexualises women and gives the idea that the only shape for a woman is a slim shape.