From Stereotypes to Empowerment: A Qualitative Study on Gender Portrayals in Contemporary Advertisements

Abstract

Aim of the Study: This study investigates the representation of gender roles in television advertisements, aiming to explore whether modern advertising continues to reinforce traditional stereotypes or reflects a shift toward progressive gender portrayals.

Methodology: Utilizing a qualitative research approach, the study employed content analysis to examine 16 diverse television advertisements alongside relevant academic literature. The analysis focused on how male and female identities are portrayed in terms of roles, characteristics, and visual narratives.

Findings: Findings reveal a mixed trend: while there is noticeable progress in portraying women and men in more empowered and diverse roles—such as women in professional settings and men in nurturing roles—traces of traditional gender stereotypes still persist. In many cases, subtle biases and conventional norms continue to shape character representation, indicating that advertising is in a transitional phase.

Conclusion: The study concludes that although a shift in gender portrayal is underway, the complete eradication of stereotypes may take more time, largely influenced by societal attitudes and cultural expectations. The research highlights the need for advertisers to move beyond token representation and contribute more actively to reshaping public perceptions of gender. Further research is recommended to track long-term trends and their impact on audience perception.