Media Scholar Jean Kilbourne has been discussing the way gender is portrayed in advertising for decades now, and has noted some trends similar to those discussed in our textbook. Watch her talk, "Killing us Softly 4" (posted below), and consider how what she has to say relates to the issues of adolescent gender discussed in Chapter 5 by answering the following questions
What kinds of traits tend to be shown in Kilbourne's advertisements featuring men vs. women? Who is portrayed as having expressive traits? Who is portrayed as having instrumental traits? In your answer, describe at least 1 specific example of advertisement featuring a woman at least 1 specific example of and advertisement featuring a man from the film, and discuss the types of traits portrayed in each ad. Are they instrumental? Expressive?
Describe how the concepts of differential gender socialization and social roles theory relates to what Kilbourne discusses in the film.
What kind of gender schemas might be formed about women as a result of this type of advertising? What kind of gender schemas might be formed about men as a result of this type of advertising?
How might globalization impact the influence of gendered advertising on perceptions and expression of gender around the world?
In your answers, make sure to reference how concepts from Chapter 5 relate to the concepts presented in the video as often as possible.
Formatting: There are 4 questions listed above (labeled 1 - 4). Make sure you label your answers to each question 1 - 4.
If you can't see the video above, here's a link to the video on Youtube: https://www.youtube.com/watch?v=xnAY6S4_m5I
Sample Solution