The Weak and the High Maintenance: Female Stereotypes in Advertising

This was not the intended blog post for this Sunday, but a few recent advertisements have been on my mind, recently. Their repetition on the TV channels I watch and on Hulu has increasingly bothered me in their portrayal of the female. I will link to them both here and then discuss the problems that emerge in the persistent stereotyping (especially gender stereotyping) that occurs in media.

The first commercial is from Verizon, which advertises that if you buy a phone, you'll get a second free. Then, the commercial explores various options for who the second phone should be given to. Attempting humor, the commercial proposes that a girlfriend may enjoy the free phone, "but don't tell her that it's free." The face of the female fades from happy to disgruntled. This commercial plays on the "high maintenance" girlfriend trope where females are not happy or satisfied unless a lot of money has been spent. Shows such as Bridezillas, MTV True Life, arguably every Real Housewives version, emphasize this theme of women as spoiled, needing immediate and constant care, and focused on the material. These stereotypes overpower a more dimensional representation of the female outside of material goods and characterize all women as high maintenance. This description itself is inherently offensive. One's provides maintenance to a car or an object, not to a person. There is the association with a female as an accessory, a tool, an object needing maintenance, improvement, and upgrades in order to function. This also implies that the partner (oftentimes male) in the relationship is the only one with purchasing power. This clip from Bridezillas, featuring Remy and Rob, illustrates the dynamic quite well.

The Verizon commercial bother me, because it ignites these stereotypes as women as only valuing the material, lacking purchasing power, and only superficially strong in their demand of items they cannot provide for themselves. Even in the portrayal of strong women who declare they deserve certain items or treatment, there is an underlying weakness in the women who rely on others for self-validation, respect, and attention.

The second commercial focuses more on the vegetarian as weak, but the non-present character is given a female gender. This is a commercial from Walmart about setting a table for an Easter lunch. The planner describes why certain people are placed in certain spots noting that her vegetarian sister is at the opposite end of the table "so she can't see the ham." My first reaction was one of disgust that a commercial would rely on stereotyping vegetarians as too weak to even see meat. Though this is just a small statement, a lot of information is imparted in a short amount of time to the viewer. The audience is surely meant to consider the planner quite respectful. But, the implications are that vegetarians (and perhaps specifically female ones) cannot stomach the sight of food they cannot consume.

Both of these commercials highlight the importance of stereotyping in the world of advertising. When a company has only 30 seconds to compare one's attention and express the benefits of a product or service, stereotyping is a potential strategy. Originally conceptualized as the images that one sees in one's head, stereotyping is now defined as a mental shortcut that associates certain characteristics with others. There are racial, gender, ethnic, religious, political, and geographic stereotypes, all which connect a person to a host of underlying associations. Stereotyping makes sense if one's goal is to impart information as quickly and as succinctly as possible. The human brain is lazy and would rather use mental shortcuts to absorb, process, and respond to information. Popkin called this "low information rationality" where people tend to use the least amount of information possible to make their decisions. He connected this specifically to voting, where people may vote in elections based solely on a party affiliation, a rumor about a candidate, or even their aesthetic appearance over delving in deeply into issues and more complex information.

Apologies for the video quality. South Park's "Museum of Tolerance"

Though stereotyping may make sense for advertisers, other media theories, such as cultivation, encourage us to reconsider the potential consequences of long term, frequent consumption of media tropes. If females are consistently portrayed as weak, high maintenance, powerless, vulnerable, and other "feminine" characteristics, how can we expect a new generation that is more open to feminism and equality? There are certainly many factors that influence people's attitudes, opinions, and behaviors, but it may not be surprising that a media that reflects and stereotypes females in such as way may also be contributing to other gender-based issues. There are many examples I could pull from, but I will encourage people to look at this video from Fox News about women being paid "what they're worth."