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The Oppression of Females in Advertising in our society is a complex collection of institutions status roles values and norms and the best way to understand and learn about them is through the use of cultural artifacts These can be anything from music to art to literature or as in the example of this discussion the modern day creation of advertisement in mass media As Homo Sapiens moved from the hunter - gatherer way of life to industrial society it was necessary to construct a framework for living so that such a concentrated number of people could exist together This framework as come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation The main examples are the family education health and medicine religion and the law I have found that certain mediums reflect the expected roles in these institutions better than others I originally focused on gender roles as a depiction of stereotypical behavior as reflected by advertising especially the portrayal of women but I discovered that there were other stereotypes being perpetuated as well that were just as institutionalized if not just simply less noticed or studied Therefore although this argument will focus on the depiction of females and the female role in advertising It will also mention the general use of American values norms and institutions to influence consumer An institution is defined as a stable cluster of values norms status roles and groups that develop around a basic social need with a status being a persons position in society and a role being the behavior expected from that
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