products or life styles that can only be obtained through the purchase of some new “transforming”
product or service. Advertisements tell a story and the story has to be relatively congruent with our
larger belief system, otherwise we are likely to be turned off by the advertisement. Ads typically mirror
predominant social roles (expected behaviors) of men and women. Since each advertisement tells a
story and must do so in a very limited format, they rely heavily on symbols.
Your job will be to analyze in detail the various symbols, text or clues that go towards constructing a
message about American gender (I don’t mean subliminal here, and would, in fact, urge you to stay
away from trying to pick those out since they can be overly subjective). You need to pick 6-8 ads from
magazines that you read and provide a description and commentary of what you see related to gender
roles and expectations in American society (for women or men). You must also provide a conclusion that
sums up your general observations and calls attention to any patterns you detect. The central question I
would like you to answer is, do the advertisements challenge or reinforce (or both) the traditional norms
of masculinity and femininity in American society? How do the differences observed reflect gender
socialization in American culture? Your paper should be at least 750 words in length and include copies
(you can scan them or take a picture) of the advertisements you analyzed at the end of your paper.
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