A Study on Bias Against Women in Advertisements

In the era of digitalization and globalization, advertising wields an even greater impact on modern society than ever before. While feminism has challenged the male-dominated society for decades, one can still observe the persistence of gender stereotypes, especially sexist discrimination, influencing the representation of women in the media. This paper aims to critically examine several advertisements for daily necessities, analyzing their content and impact to investigate specific patterns of discrimination against women in the modern advertising industry. In terms of structure, this paper will address the following issues: First, it will provide a brief review of recent research on motherhood and the male gaze. Then, it will analyze specific examples of advertisements, discussing the contested female images they portray. In particular, this research will focus on pressures related to gender roles, sex discrimination, and the male gaze as three typical issues. Finally, we will offer suggestions for the advertising industry and content creators. The goal of this paper is to present a clear picture of the persistent gender issues within advertising today and propose ways to address them in the future. By analyzing the framework of advertisements and their cultural implications, this research will shed light on a more comprehensive examination of the misrepresentation of women in the media.