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Statement of Problem.
The greatest problem with these stereotypes is that it influences individuals views of others either in the workplace, or ones own personal prejudices. There is no reason why women have to deal with the roles that society has given them. Both men and women now more than ever have to be treated equally. Studies show that adults and children are affected by advertisings way of portraying men's roles and women's roles in society (Witt, 3). This is the reason why people have negative connotations towards men and women. Where women are usually shown provocatively and men are shown as masculine or superior to women. Women feel that they were treated unfairly for many centuries, even in the earliest history we see that men provide and women support. An example would be the workplace. Many men view women in the workplace as a joke, "women cannot do the same thing men can do," a very cliche line used by many men. History has the greatest effects on advertising, where does one come up with these stereotypes? These are just a few topics that will be reviewed throughout the course of the paper.
Review of Literature.
In general men tend to be valued by what they know; women are valued by how they look. Men are more than not given the voice of authority in society and in the media, especially in advertisements (Zarchikoff, 1). They are seen as superior to women. This is not a new epidemic, women have been viewed inferior to men since the beginning of time. In the 1950's, women were viewed as unemployed where they were shown in non-working roles and often at the home. If women were shown working they were always in low-end paying jobs, like secretaries, clerical, or blue collar positions. Advertisements usually showed women cleaning and laundry, showing that females were decision makers only for small-items for the home (Zarchikoff, 2). In the 1970's women were still at home cleaning, though over 29 million women were in the labor force at that particular time.
