Advertising in the late 20th century versus
advertising in the 21st century. How deeply are the well-known stereotypes of men
and women still anchored in the advertising
industry today and how far will this aspect
develop in the future? The following seminar
paper deals with this key question and gives
a small insight into the extensive commercial
world from 1950 to today (2023). Stereotypical events in advertising are, for example,
women, who are only ever shown in the kitchen or are published in advertisements with
sexist arguments, but also men, who often
find their place in the construction or in the
financial sector. Not even today can one say
100% that stereotype-free advertising exists,
since it is still so deeply rooted in people’s
minds and gender marketing still plays a far
too large role. In the following work, not only
this is made the topic, but also examples of
advertisements from the different decades
are given and shown. This for the respective
gender: man and woman. Before an interview
analysis concludes, the problems that have
arisen of gender differentiation and manipulation by those are dealt with. Questions
are: How does the stereotyping affect society
and does it change buying and thinking behaviour? As already mentioned, the last part
of this seminar work is an interview analysis,
where the reactions of the tested persons are
determined on the basis of promotional video.
