Like it or Not: Be Fine with Gender Portrayals in Advertising (Entry 4)

Transformers Advertisement: https://www.youtube.com/watch?v=Rta00wB7dss 
(The Toys Channel, 2015)

My Little Pony Advertisement: https://www.youtube.com/watch?v=LLgF2ACo2tc
(Hasbrouk, 2014)

North American societies have specific gender portrayals that are enforced by the depictions from media industries, that includes the advertising field. Oftentimes, media critics have argued that advertising and other media industries have stereotyped men and women with these gender portrayals as the medium has demonstrated major differentiations between male and female identities. Even if there are stereotypical implications with these advertisements, critics should not be offended with these gender portrayals because these viewers need to understand that advertising and other media industries are creating depictions that caters to societies’ perceptions of the identities of a male and female personality.

The most common gender portrayals are associated with colour: blue for men and pink for women. Advertising agencies have further enhanced gender portrayals where these agencies choose specific backgrounds, music, and themes when designing advertisements that cater to a specific gender. The most common advertisements that present these gender differentiations are in children’s toy advertisements. The Transformers advertisement has shown boys playing with action figures with upbeat music in the background (The Toys Channel, 2015). Boys are interested in these forms of advertisements because these male viewers like to see their toys in action and are interested in hearing music that would engage with their aggressively masculine personalities. Unlike male oriented advertisements, female advertisements have presented as being more elegant and peaceful. The My Little Pony advertisement specifically designed for girls because this commercial presents element of happiness and love with a more elegant background music that engages well with girls’ feminine personalities (Hasbrouk, 2014). Viewers should realize that these particular gender differentiations are necessary because these critics need to understand that the media is presenting content that are reflects societal norms and that these depictions will help the respective gendered audience to further understand their identities and their particular roles in society.

Legally speaking, gender specific advertisements are appropriate and effective because these advertisements have been designed to target a specific audience. These advertisers did not impose any threats to their viewers as their advertisements have displayed accurate and acceptable depictions of their targeted audience. Both of these advertisements are specifically focused on the toys therefore following clause 1 of the ASC (Advertising Standards Canada, n.d). Also, these advertisements have followed clause 14 of the ASC as both of these toy advertisements did not undesirable gender portrayals such as depicting any forms of over femininity for women and over masculinity for men (Advertising Standards Canada, n.d).