Study on the Symbolic Construction of Female Stereotypes in TV Advertisements

Abstract

Since television advertisements entered the field of mass communication in the 20th century, the presentation of female images in advertisements has been influenced by gender stereotypes for a long time. Despite the recent increase in female subjectivity, the values behind them still face the problem of “breaking without standing.” This study suggests that the impact of stereotypes on the portrayal of women in television advertisements from the early 20th century to the present is mainly due to their goal of promoting consumption and not making necessary adjustments to their values. This study found that using visual and auditory symbols deepens the impact of gender stereotypes on television advertising communication, and consumerist values influence current advertising communication.