Latifahomarr's Blog

Sexism : Females,males,Western,Arabic.

Posted on: November 10, 2010

Burger King advertisment show sexism.


Gender Stereotype and Sexism.

Advertising suppose to sell the brand as its role that can influence us ;the world views ,knowledge , motivations ,experienced ,expectations and sense of identity. (Wolin,2003) Sense of identity is the main impact to the consumer in choosing the brand.Choosing brand could be hard for anyone and the advertising should be interesting enough for consumer to pay attention. Advertiser use characterization also what we call stereotype to spread the message through advertising as faster and cheaper as they can.(Harker ,Harker ,2002)This is includes to use sexism portrayal for women also man.  As the sibling of  Harker argue, research find that gender streotype happen to men and children.Gender stereotype relates to sexism by the female portrayed in advertising as unintelligent,modest (Browne, 1998 cited by Harker ,Harker ,2002) or overused the sensuality as women. Males portrayed as  strong and power ( Browne, 1998 cited by Harker ,Harker ,2002 ) even its a nudity advertisement. This is typical character of males and females in advertising in the present. Its producing a general idea related to sex-linked traits and gender roles.(Browne, 1998 cited by Harker ,Harker ,2002) Females and males have a boundaries from each other character as females cant have males attitude and as males cant have females behavior. This is happen because as what Harker state ,the need to pull attention is greater than offending humankind.( 2002)

Sexism between females and males.

But in analyzing how insulting sexism is,let take a look how males and females accepting sexism. There is argument between males and females about the use of sexism ( LaTour and Henthome,1994 cited by Wolin,2003) female are the one find the sexism is more insulting than men. (Ford ,LaTour and Lundstrom ,1991 ; Jones ,Stanaland and Gelb ,1998 ; Landstrom and Scimpaglia,1977 ; Ressi and Ressi ,1985 cited by Wolin ,2003) Sure the thought is women is being used to satisfy men,which are true .But why there is argument about females accepting nudity as males did but tense come from nudity to males from females.(La Tour ,1999 ;Simpson ,Horton ,and Brown,1996 cited by Wolin 2003) This is also mean that females are pleasure and satisfy by sexism of men. But how sexist is sexist could be measure up.Its depend to people to analyze.

Sexism in Moroccan.

Beside sexism using nudity of males or females,there is objectification method use the same concept ,sensuality but in the less way. Objectification is focus on one body part such as the lips ,the eye or the legs.( Chafai , 2008 )This approach seems acceptable in Britain also Moroccan than tied to conservative way of thinking. (Chafai , 2008) Nudity and kissing is restricted in Moroccan but sexy pose by Western celebrities is accepted as long the model used is not Moroccan model.(Chafai ,2008)

The concepts or gender as females and males also countries as Morrocan,is to clarify how sexism is accepted and sexism is a trick by the advertiser to attract attention. That a good thing about modern audiences,options to ignore the advertisement and have voice raised up about the irrelevant of sexism.Sexism is subjective because its hard to please everyone in the community. But this is good news,gender stereotype rhetorically lesser (Chafai ,2008) but sexual abused is in tense now.

References :

Wolin,2003, Gender issues in advertising:an oversight sythesis of research 1970 -2002,Journal of Advertsing Research, vol.43,no.01,pp.111- 129.

Harker ,Harker , 2002 ,Gender portrayal in advertising: Another role of the dice,ANZMAC,Melbourne,2-4 December.

Chafai,2008,Gender and the Language of Advertising,DM Verlag Dr. Müller.


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