This 1990’s makeup artist wants to define contours and is trying to sell the G.I. Joe headquarters, which holds over 50 G.I. Joe figures and comes with several different kinds of weapons. The commercial has a young boy playing with the set, already stereotyping that this toy is for boys not girls. Furthermore, it uses loud, exciting music and gun shot sound effects to create the thrill you would feel while watching an action movie.
This is the stereotype that boys must play with pressed powder; they must enjoy fighting, kill the villains and be the hero. While, heroism generally instills qualities that society considers good, such as being protective and brave, this is still a stereotype limiting children’s ideas of what they can and should be in life.
We can conclude that even in different types of media, the same stereotypes can be used and are still equally effective in all three. My research shows that the preferred stereotype of men is: tall, muscular, and healthy. This is likely due to the evolutionary mate selection process by which we choose the strongest, dominant male as the most likely to produce healthy babies. Meanwhile, the preferred stereotype for women is: tall, thin waist, large bust, curvy hips, and long hair. Similarly, men find these features attractive as they often mean good child-baring abilities. I believe that evolution is the main reason we find certain features attractive, but advertisers know how to use stereotypes to reinforce our opinions.
The thing that advertisers understand most is that as a species we are constantly searching for what we don’t have. We always find new goals to try and achieve. Advertisers understand that goals that are very hard to reach are more desirable, such as women becoming very skinny or men becoming very muscular. What they have been able to do is capitalize on our desire to achieve such unobtainable goals by reinforcing impossible stereotypes. If more people could understand this strategy, there would be fewer problems with eating disorders, and our society would be less brainwashed by consumerism.