GENDER ADVERTISING; RE-ESTABLISHING GENDER DIVIDE: A LEGAL DISCOURSE

Abstract

This abstract examines how gender advertisements re-establish divides and reinforce biases, highlighting their significant impact on societal norms. Advertisements often depict men and women in traditional roles, perpetuating stereotypes that dictate appropriate behaviour and appearance, thereby limiting individual expression. The objectification of women, with a focus on their physical attributes rather than their skills or achievements, further normalizes the perception that a woman's worth is primarily tied to her looks. This biased portrayal shapes consumer behaviour and public attitudes, leading to the acceptance of restrictive gender roles across personal and professional contexts. Additionally, the unrealistic standards presented in advertisements can adversely affect self-esteem, particularly among women, fostering feelings of inadequacy and discontent. By consistently portraying gender in a limited manner, advertising plays a critical role in normalizing inequality and complicating efforts to challenge these entrenched views. To promote a more equitable society, it is essential for advertisers to shift away from traditional representations and embrace content that prioritizes diversity, empowerment, and equality, thus contributing to a more inclusive cultural landscape.