Social Psychology Advertisement Analysis

Social Psychology Advertisement Analysis
Aim
The purpose of this assignment is to encourage you to think critically about advertisements and gender. We are
exposed to hundreds of ads every day, so much so that we are often unaware of the advertisements that surround
us. Many of these ads have explicit or implicit gender messages. This assignment requires that you select two
advertisements and critically examine its gender message.
Background
We have begun discussing beliefs about gender as well as the process of gender typing. Social psychological
research on gender suggest that our ethnicity/race, culture, families, movies, advertisements and other media
influence our thinking about gender and gender stereotypes. This assignment focuses specifically on
advertisements. Browse through magazines, newspapers, the internet, or other media that communicate pop
culture and select images that evoke something about gender.
 Directions
Once you have selected at least four images, consider the message
– what it says about gender (or women/men, in particular) – and
how it communicates this message. Also consider aspects of this
image that provide an accurate view of how women and/or men
are, and aspects that provide an inaccurate view of how
women/men are. Write a 3-4 page paper (typed, double
spaced). This paper should include an introduction and a
conclusion, have the images attached, and address the following
questions:
 What is the difference between sex and gender? (Rememer
 How do we learn about gender roles? (Use specific theories from
the chapter!)
 How did you learn about gender?
 For each ad/image: What is depicted in the image? (pretend I can’t
see it!)
 Gendered message: What does this image say about gender, and
how does it say this? That is, what is the gender message that is
communicated in this image? Be detailed and use precise language.
 What is a gendered stereotype?
 What is correct? What aspects of this image (including or
excluding the message) seem accurate to you? That is, what parts
of the image reflect how women and/or men really are?
 What is incorrect? What aspects of this image (including or excluding the message) seem inaccurate to you? That
is, what parts of the image reflect a gender stereotype that you believe is inaccurate, or a message that is just
wrong?
 What would Greenberg say about gender stereotypical images?

 What did you learn about yourself and your perception of gender after reading the chapter