User:Fariha34/sandbox

Advertising/Television
Gender-related content has been portrayed in stereotypical ways in advertising, commercials on multiple platforms, and in television shows. Most of the gender-related content in these different platforms of media are examples of the roles of females and males that are geared mostly towards children. Young people and adolescents are the main targets for different advertisements due to their buying power for a variety of products. According to Aysen Bakir and Kay Palan, associate professors of marketing, researchers have conducted a study with eight-and nine-year-old children about the perception children have towards advertisements with gender-related content. The researchers express that the issue of stereotypical gender roles in these platforms of media leads to closed minded effects on youth. The experimental design examined children and researched ways to combat the closed mindedness as well as the concept of gender flexibility. The concept is the degree to which an individual is able to be open minded about stereotypes and understand gender roles. Male as well as female roles in advertisements are viewed differently in clarity and value. At a very young age, children are susceptible by environmental factors like media, strangers, parents, and much more. A study by Ruble, Balaban, and Cooper, researchers examining gender development, expressed gender stereotypes in media and observed that children younger than four years old are likely to choose gender-typed toys if they have seen them on television being used by the same-sex models. This explains the factor of children becoming closed minded, researchers explain, at a very young age due to how certain genders are portrayed in media and television.

Female Roles
The gender-related content in advertising in the past as well as today portray females with certain labels. The roles that women play in advertising, such as in television commercials or magazines, shows them as delicate characters who tend to act very innocent. The commercials prominent on television today show females struggling with some issue or problem. Not only is this example of female roles portrayed in advertising, but also media content online underrepresent women very often; women are put in traditional roles in advertisements and television. On platforms aside from television, like on radio or podcasts, women have quiet and calm voices. They are seen as shy and gentle, which makes youth stereotype as well as categorize them in a negative way. In a content analysis in 1970 by Courtney and Lockeretz, researchers who study women roles, it was suggested that there are four very common stereotypes that women are seen under:

1) A woman's only place is in her home.

2) Women have no ability to make their own decisions or important ones.

3) A man must always protect women as they are dependent on them.

4) Men only see women as housewives and as sexual objects.