Essay on Social Inequalities Perpetuated Through...

In American society there is an extreme imbalance of power between men and women; with men possessing almost all of the power it leaves women with little to none. The small amount of power that women do possess exists solely at the decression of the men who granted them the power to begin with. This inequality between men and women has been the status quo for centuries and unless there is a radical change, this imbalance of power between the sexes will continue for centuries to come. To shift the balance of power so that it is more equal, individuals must be aware of the inequality and where the ideals perpetuating the inequality come from. Advertisements are the primary influences that perpetuates the inequality between men and women by†¦show more content†¦First reverse the sex of everyone in the ad. Second change the race of the people in the ad. Third, change the age of the people in the ad by switching out old for young and vice versa. Another thing to keep in mind is w ho the intended audience is. Advertisers run several different ads for the same product in an attempt to reach different audiences and still be able to have the viewer connect to the product and draw the viewer in. Looking at Figure 1 it is easy to see that a woman is mounting a man; while the emphasis is on their actions, the real intention of the ad is to sell clothing. Notice that the woman is already half undressed, if the roles were reversed and the man was half naked climbing on the clothed woman the man would go from being a passive participant to an aggressive over powering man and the woman would go from promiscuous to demure. It is also worth noting that the female is looking directly into the camera and thus out at the reader; the purpose of this is to make a connection with the viewer. It is very common to see women in advertisements staring out at the audience; however, men rarely look out at the viewer. In the average European oil painting of the nude the principal pro tagonist is never painted. He is the spectator in front of the picture and he is presumed to be a man. (Berger 54).This assumption that the audience is always male dates backShow MoreRelatedCommercializing Gender Essay1846 Words   |  8 PagesEveryday Practice The everyday practice to be discussed in this paper is a common media pattern, particularly the perpetual characterization of specific gender roles in the media through the use of television commercials. To begin, for just about every product on the market there is an advertisement made to accompany it. Commercials are a common form of media, which are used for soliciting both products and services. 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