Gender Roles in Advertising

From APEC HRDWG Wiki

APEC recognizes that a successful society can result only from the full participation of women in the economy, and has strived to promote gender equality through such organizations as the Women Leaders Network (WLN) and the Gender Focal Point Network (GFPN). These and other bodies are charged with studying policy and promoting best practices regarding gender equality and making recommendations to APEC Ministers regarding how best to enable full participation of women in the economic and civic life of their societies. As traditional economies and industries adopt more inclusive practices, it is important to reflect on the fundamental shifts necessary to achieve the successful implementation of gender equality. In this regard, we must consider the cultural traditions, norms, and practices of the economies in which we conduct business, and the unique capabilities that women bring to the workplace.

Each culture has its own traditions, norms, and practices. Some cultures have predefined gender roles.For example, many economies in Southeast Asia have clear rules and dispositions regarding the status of married women such that they are expected to stay at home and attend to the needs of their husbands and children. However, in today’s global society, old traditions are in constant battle with modern ways of living. Roles and expectations based on one’s gender have shifted and altered the perception of gender roles. How much of the old tradition about gender expectations has changed? How much is retained? What are the underlying effects of these changes on the family, children, and society as a whole?

1 Content Objectives
2 Language Objectives
3 Activity
4 Materials
5 Category
6 Learning Theme
7 Resources
8 Author

Content Objectives

To evaluate various cultural expectations about gender roles
To reflect on how much of the old tradition has been lost
To critique the changes that are taking place
To develop coping mechanisms in relation to these changes

Language Objectives

To practice using descriptive words when describing a person, a place, or a particular situation
To use present/past continuous tense to describe events that are taking place at the moment and that have taken place in the past

Activity

Many of these tasks call for slides at the following (outside) wiki pages: Gender Roles in Commercials and I Want a Wife.

Students read a short essay written by Judy Brady, “I Want a Wife," and discuss the roles women play.

Discussion questions:
1. What is the main subject/theme of the second paragraph?
2. How does the author describe a wife's role regarding sexual needs? (Paragraph #7; Because of adult content, you may choose to omit this paragraph.)
3. How are household chores assigned according to this essay? Give an overview, and then give specific examples.
4. According to Brady, what are a wife's social duties? What are the duties of a husband?
5. What does this essay imply about divorce? How do the sex roles presented define divorce?

The following videos can complement the discussion on how gender roles are important in various cultures and how they have changed through the years.

Rosie the Riveter: Real Women Workers in World War II [American Context]

Ladies First [Rwanda's Women]

Portraits of Ordinary Muslims [Malaysia]

Project on gender roles in advertising:

Students present a LOCAL print or TV advertisement that reveals cultural expectations about gender roles. Discuss the ways in which expectations about gender are made clear to the viewers.
Note: Students are advised to use local commercials or advertisements so they can personally relate to the situation. If you don’t have access to a computer or digital camera, you can simply ask students to bring in a print copy of an ad.

How students will present their advertisement:

Play the commercial, or show the advertisement.
Discuss what is being sold/promoted in the ad (product/service).
Discuss the characters in the commercial/ad and the roles that they play.
Discuss the cultural expectations about the gender roles presented in the commercial/ad. How are these roles made clear to the target audience?
What is/are the underlying message/s behind the commercial/ad?
Does the commercial/ad promote stereotypes? If so, how? Is it effective? Why or why not? Is it a good approach?

Students are graded based on the following criteria: