Gender stereotypes in advertising

In today’s blog post we will be looking at the portrayal of gender in fashion advertising. Labels and designers like Tom Ford, Gucci, Dolce & Gabbana and many more have all been criticized for their choice of techniques in past ad campaigns. These labels were accused of being sexist, as their advertisements seemed to stereotype gender roles and characteristics.

Dolce & Gabbana

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Dolce & Gabbana, Spring/Summer collection 2007

This ad was faced with a lot of criticism after its release in 2007. The image depicts a woman being pinned down on the ground by a man, whilst others watch. This ad portrays men as dominant, masculine and powerful whilst the woman is vulnerable and submissive as shown by her blank facial expression. 

Gucci 

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Gucci Fall/Winter 2010
Photographer: Mert Alas & Marcus Piggott

Gucci, 2000
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Once again these ads by Gucci portray the man as dominant and powerful, with women being submissive and vulnerable. It is interesting to note that the man is always positioned at a higher level, by standing over the woman or having the woman lay on his lap. This portrays the idea that the two sexes are not equal, with men being more superior.

Tom Ford

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Tom Ford Eyewear Spring 2010

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These ad campaigns by Tom Ford show the women as completely naked, whilst the men are fully clothed, wearing suits. This gives the idea that women are merely sexual objects for men. These ads also draw on the stereotype of women as submissive housewives, who are there to serve and look after men.