Objectification and female stereotypes in advertisin

Krystian Joppek

Uniwersytet Mikołaja Kopernika w Toruniu , Poland

Katarzyna Urtnowska

Collegium Medicum im. Ludwika Rydygiera w Bydgoszczy , Poland

Abstract

A stereotype is defined as a type of schemata, a mental shortcut based on a specific constant element, which can be a phenomenon, belief or even a social group.
Simplified division of stereotypes includes two categories: positive and negative ones, however the latter ones are more noticeable. A more common stereotype is of a woman often closely connected with its objectification. The mostly known motifs in feminine stereotypes include: “housewife”, “Polish Mother”, “dumb blonde” or “female driver”. Those, and many other harmful portrayals of women lead to a phenomenon called, pigeonholing, which further deepens and strengthens the existing stereotypes. The stereotypical image of women has become a powerful tool in the hands of contemporary advertising creators, whom without any hesitation employ them in many types of ads. The society is exposed to that stereotyping, without minding the consequences, followed by the objectification of women and portrayal of women in the society and mass media.

Keywords:

woman, Polish woman, portrayal, advertisement, media