QUESTION

STEP 1: Search magazines, websites, newspapers, blogs, or other media venues to find advertisements. Search for advertisements aimed at children or adolescents and are related in some way to sex, gender, or sexuality, as discussed in this module. They can be either print ads or commercials.

STEP 2: Find two different advertisements—one that portrays a “negative” or stereotypical view on gender or sexuality, and then one that portrays a “positive” view on gender or sexuality. Post pictures or provide links to these advertisements.

STEP 3 (200 words min.): Answer the following questions about BOTH advertisements, in your response of a minimum of 200 words.

How does this advertisement portray gender, sex, or sexuality? What is the ad intentionally trying to sell? What unintentional messages might it also be sending?
Who is the intended audience of this advertisement? Young children? Adolescence? Are there any stereotypes in this ad? How do you think this ad is received? Do you think it is effective? Explain.
If you could make adjustments or changes to this advertisement, what would you do, and why?
STEP 4 (100 words min.): Write a final summary paragraph describing your own childhood and reflect on a story from your own child. What advertising or marketing tool pushed you or swayed you because of your sex or gender? Do you think advertising on the whole is becoming less stereotyped for children, or more so? Describe some examples. What steps, if any, do you think should be taken to improve future advertisements aimed at children? (100 words minimum)

ANSWER

The advertisements focus on promoting lip balm, a product commonly used by women.
The advertisements have been used to sell the product intentionally to show how individuals
should maintain their lips. Lip balm is meant to moisturize dry lips and ease pain caused by
already chapped lips by soothing them. In the advertisements, the designers focus on both a
positive and negative portrayal of gender and sexuality.
The advertisement portrays gender and sexuality negatively, as depicted in creating an
understanding of gender defined by the woman to apply lip balm routinely. The advertisement
shows that society expects women to treat themselves as women by using lib palm. It is a
stereotypical view of gender and sexuality to showcase that lip balm is a product that is a
necessity for women in their daily lives. Without the product, women cannot be considered
among individuals that take care of themselves or maintain their beauty (VLCC Personal Care,
2017). On the negative side, the advertisement portrays how the girl gives much attention to their
appearance by believing in the use of makeup to maintain their beauty.
From a positive point of view, it can be used by both women and men alike. In this
advertisement, a positive perspective of gender and sexuality has been portrayed to imply the use
of lip balm as a daily activity whereby both women and men can choose to use lip balm without

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stigmatization. A close examination of the message in the advertisement about Thailand men
reveals that the advertisers meant to show that lip balm should not be used to propagate gender
and sexuality stereotypes. It can be used by both men and women (Marketing The Rainbow,
2018). In this way, the advertisers intend to present a positive view of lip balm use to male
students because it is a male student starring in this particular commercial. The negative thought
arises from the common knowledge that women have used lip balm, and featuring men using this
product in commercials attracts negativity in advertisements.
Step 4
Considering the increased acceptance of the LGBTQ community, advertisements are
becoming less stereotypical. However, promotions based on gender and sexuality stereotyping
vary from nation to nation. For example, in the Philippines, the citizens are considered to be
among the most religious with various denominations, and advertisements based on gender and
sexuality are bound to vary significantly. I have noted some examples of advertisements in the
United States whereby products commonly meant for women are advertised using men or
LGBTQ community members indiscriminately. In such cases, online influencers, famous
celebrities, and respected individuals who support the new differences existing in gender and
sexuality are incorporated into the advertisements. Using these individuals helps increase the
number of individuals that consume this information and become consumers of such products
with ease. Such initiatives in advertising products that portray or uphold gender and sexuality
sensitivity are one of the aspects adopted in various nations, regions, and communities to
increase acceptance and product consumption.
Even though advertisements have changed significantly, there is a need for improvement.
The first step to adopting these changes is eliminating gender and sexuality bias to increase

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acceptance of such products and advertisements aimed at children. The second step is to ensure
effectiveness, quality, and relevance to children’s consumption. Following these steps would
help in making a difference in future advertising.