GENDER ROLES AND GENDER STEREOTYPES IN ADVERTISING. CONSEQUENCES OF ETHICALLY PROBLEMATIC APPROACHES 37-60

Abstract

The use of gender roles and stereotypes in advertising has been extensively studied in the past and remains a matter of interest due to the ongoing progress of women in society. Nevertheless, despite this evolution, the depiction of female gender representatives in some advertising content is often not as it ought to be, raising ethical issues. This frequency of such portrayals within the realm of stereotypes and gender roles is mainly justified by the fact that advertisers view stereotypes and gender roles as tools for oversimplifying the world, allowing for a more straightforward understanding of the conveyed messages. Research has proven that the use of gender stereotypes and traditional gender roles can have detrimental effects at both a social and individual level, by sustaining discriminatory trends and restricting opportunities, respectively, as well as generating negative psychological reactions. The aim of this article is to review existing studies in the field of ethics in advertising and to draw a link between this branch and the problem of portraying stereotypes and gender roles in contemporary advertising.