In order to increase products’ sales, many businesses promote their products through commercial advertisements. However, because of the stereotype that the society perceives, advertisements portray men and women in a particular frame. Currently, in this modern society, many advertisements have shaped men and women differently based on different types of products, yet this have created gender stereotypes to our society as well.

Although some products are for both males and females, some are usually restricted in one gender in the commercial advertisements. For instance, as you can see the advertisement below, it is a Nivea body lotion advertisement that shows an image that a good-looking woman enjoys putting on the body lotion on her legs. The advertisement is trying to express that you have a silky smooth skin like her by using their product. It is very typical for the body lotion advertisement with a beautiful woman because lotion attracts to more women rather than men. Therefore, even though men can use body lotion as well, most of the businesses create this stereotype to attract the women markets better. In addition, the advertisement is influenced by the social norms to commodify the body shape of women. A skinny, healthy, sexy body is more appeal to customers because those adjectives are perceived as beauty in our society. Therefore, those female models usually have those beautiful elements to attract more attentions.

On the other hand, when the business is trying to advertise the men’s products, it is common to have both female and male models to attract attention from both genders. In the Nivea men shower gel advertisement, Nivea creates an image that the woman is submissive while the man is more dominant. From the intimate behavior between female and male models, the advertisement is expressing the message that by having this product, men will be more attractive for women. Furthermore, Nivea uses well-shaped and sexy models to impress male consumers. Compared with the advertisements of women’s products, it shows a disparity from marketing women’s products because the woman model in the advertisement plays a role to persuade male consumers to purchase their products.

Another advertisement that reflects the gender stereotype problems is an advertisement on cleaning product. As the advertisement shown, it emphasizes feminism to give the impression that the housewives can be very powerful by using their products to clean the floor. The advertisement has created the gender stereotype because the society perceives that women should do the housework instead of men. Therefore, the business portrays the housewife as a powerful woman and tie closely with their cleaning product.

The portrayals of women and men are especially different. As shown in the advertisements previously, it is interesting to notice that women is the majority of the advertising market. Even if the products are targeting on men only. women are accompanied with men in the advertisements. Overall, those commercial advertisements are trying to portray certain groups based on what products they are selling and what messages they are delivering to the consumers to make advertisements more appeal to the public.