1 - https://youtu.

be/GMOqpxlW66E

2- https://youtu.be/qVgHrV9H-8k
 Squashing the Stigma:
Gender Stereotypes in American Television Commercials

Autumn Moore
Independent Research
Centennial High School
Preview of Speech
● Personal Interest
● Research Question and Hypothesis
● Background
● Data Collection
● Results
● Final Product
● Conclusion
Why I Am Interested
● Gender stereotypes are prevalent everywhere (movies, shows,
ads)
● Personally affected by stereotypes (being a female)
● Gender stereotypes affect us without even knowing it
Research Question and Hypothesis
How do marketers use female stereotypes in American television
commercials in order to sell a product?

The use of female stereotypes in American television

commercials harms the generalized societal perception of
women.
Background
● Used to sell products since the beginning of TV advertising
● Stereotypes in ads depicted through:
○ Woman’s job, what she’s doing, clothes, figure/physical
appearance, endorsed product, and many more
● Gender stereotypes sell! (many types of commercials and
products)
Background - Gender Stereotypes Concepts
● Mirror vs. Mold debate
● Agency vs. Communion concept
Background
● Many believe elevated exposure causes audience to develop
stereotypic notions (positive relationship)
● Other effects- women psychologically and professionally
impacted
○ Develop psychological conditions, overlooked for
opportunity in workplace
Data Collection
● Meta-Analysis
● 4 Articles (2- academic/professional effects, 2- psychological
effects)
● All studies exposed participants to ads with and without
gender stereotypes
● Participants’ thoughts on gender stereotypes evaluated before
and after exposure
● Other tests given (math and verbal tests in academic studies)
Results
● Psychological Effect Studies:
○ Women showed signs of body dissatisfaction (perceived bodies
to be significantly larger after exposure)
○ Created distorted body images
○ Symptoms of body dissatisfaction can lead to elevated risk of
depression, anxiety, and low self-esteem
Results
● Professional/Academic Effect Studies:
○ Women perform less well on math tests after exposure, scores
on verbal tests stay the same
○ Women perform better on math tests taken independently than
when taken with other participants present
● Shows how stereotypes affect women’s academic and professional
performance (linked to self-esteem)
Final Product
● Magazine article describing research findings
● Submitted to a women’s magazine/journal
○ The Feminist Press, The Little Magazine, Adanna
Journal
● Intended audience: adult women (to become educated
on the issue of gender stereotypes directly affecting
them)
● Small magazines openly accept beginners’ editorials
Conclusion
● Gender stereotypes may help sell a product, but at a large cost for society
● Important for individuals to recognize the harmful nature of stereotypes (for any
group)

“Teach her that the idea of gender roles is absolute nonsense. Do not ever tell her that
she should or should not do something because she is a girl. ‘Because you are a girl’ is
never a reason for anything. Ever.” -Chimamanda Ngozi Adichie, Dear Ijeawele
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