Through the years people have made assumptions on how men and women act and react. This has become what is now known as gendered stereotypes. For example; the traditional view of women is that they are stay-at-home wives that look after the house and children. Whereas the traditional view of men is that they go out and work to provide for the family and make the important decisions with the money he earns.
To understand this Stereotype, I watched an advert for the 1970's business program 'Mad Men' (To watch this clip, click here http://www.youtube.com/watch?v=DxZ3A9giyIo ). The way that the advert portrays women is reinforcing the stereo type with a strong sense of what is known as the 'Male Gaze'. It tells the women of that time frame that they should dress to show more of their body for the men working in the office and that the men insulting them is just friendly advise. This portrays a sense that men are superior and more important than women.
It also says that women are intellectually inferior to men and that men shouldn't be distracted unless it is vitally important. This also show a feeling of superiority and it is also very sexist and discriminating. This advert is an accurate portrayal of how men and women were in that time frame. it shows that women were basically on display as 'eye candy' for the man and that men saw themselves as the superior sex and that women only handle the work that isn't important.
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