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Abstract

Everyday, we are inundated with advertisements. In our media saturated world, it is hard to remain unaffected by the thousands of ads that we see each day. Many studies have been conducted on how advertising affects our perception of gender. By applying research conducted on the feminine role in advertising to depictions of men, this paper argues that although gender roles are still defined in today’s advertisements, there is a shift to portraying men more effeminately. This is particularly represented through music culture, as seen in advertisements included in Rolling Stone’s glamorization of androgyny and thus defying rules of masculinity within American society. While it might seem that the feminization of men would “level the playing field” for women, this paper asserts that depicting men in media’s prescribed feminine way is unhelpful to producing gender equality in the media, and that in fact, neither men nor women should be shown in these damaging depictions.

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