The Evolution of Mate Selection and Gender Roles in Advertisements Jillian Thomson
Why is this important? • Through evolution and mankind we have learned that women are to make babies, and men are to make as many babies as possible • Men find youth, symmetry and good health attractive • Women may feel that if you do not have these qualities, you will never have the chance to have a baby and fulfill their purpose for this life
What do men want? * good health - clear skin - bright eyes - shiny hair * youth * symmetry * low waist to hip ratio * attractive women What do women want? * financial status * intimacy * physiological investment * security Mate Selection
Gender Stereotypes • Ever run out of gas while driving, or be reluctant to stop and get directions when lost? • You are probably a guy
Gender Stereotypes • Do you enjoy shopping in a mall, or prefer the taste of wine to the taste of beer? • You are most likely a girl
Your typical male position in the work force “The recipe for good citizenship” We see gender roles and mate choices in advertisements everywhere
What does this have to do with mate choice? • Evolution has taught us that men like women to be young, attractive and in good health. Many, if not all women in advertisements contain all of these traits that men look for,including sex.
Many advertisements portray mate choice and gender roles when showing even the simplest things • This ad appears to be showing a man smoking a cigarette. Actually it shows a strong, handsome man smoking a cigarette. Women look for male strength and security, and who knows what he could do with that rope
Even vehicle choice is created towards gender roles • A mini-van is usually seen as a women’s/mother’s vehicle • “a vehicle for all parts of your life” • Sports and luxury cars are usually seen as a man’s choice of car • “a civilized way to handle your aggression”
Back to male mate choice • This ad says “I want to be a cook in the kitchen and a whore in the bedroom” This reinforces beauty, youth and sex.
This advertisement reinforces the gender roles of women- taking care of her family, and men- taking a rest after a long day of work
“Jobs in household employment” “GET THE POWER” the power to clean anything In the past, women were given chores to do around the house, and the men went to work to earn the money for his family.
“Life takes a lot out of you” “My Job” (as a mother) Even in today’s society, the women are still the ones to clean, cook and take care of the house
Male positions in the work force • Many male positions are exciting, risk seeking, or of high status, such as doctors, lawyers, dentists or business men This is a picture of a man on his way to work, thinking about his busy day a head, using his new “toy” to help manage his busy work schedule
It is not surprising however that many men and women follow these roles in the workforce Even as children, boys can dream of “riding a two wheeler” or “run my own business”, girls on the other hand have “dreams” of one day “being a mom” or “decorating my dream-house”
Why does it matter? • This is of great concern because we see advertisements such as these everyday, everywhere • Many people don’t take into account that the images that they see are of idealized rather than typical people • The mere repeated exposure to these advertisements generate a cause for concern for all men, women and children regarding the types of images represented in advertisements and the messages behind them