“Stating the obvious”: An analysis study towards women stereotype in magazine advertisement

摘要

Advertising is a dynamic communication branch of marketing that stimulate consumers to purchase products or services. Advertisers should be smart in implementing the advertising medium, which is competent such as the television commercial advertisement, magazine or newspaper advertisement or external advertisement. Hence, the flow of the message as well as the information is correctly delivered to the intended group. The power of gender portrayal in advertisements is main factor, which influenced the consumer's purchasing power. Women and men were manipulated through different form of persuasion and appeal. This paper will analyse the content of magazine advertisements against the gender portrayal and women stereotypes. Women were made the selling point for the products and services with the maximum of manipulation of the physical form and beauty that was seen could deceive the consumer's buying power. The focus of the research is to analyse the aspects of gender role and stereotype, advertising appeal and persuasion as well as the creative strategy in relaying the issues and messages effectively to the consumers of the products and services of the magazine advertisements.