Gender Representation in Modern Advertising: A Cross Cultural Analysis

Abstract

This paper explores the representation of gender in contemporary advertising across different cultural contexts. It examines how gender roles, stereotypes, and expectations are depicted in advertisements, and how these portrayals differ or align based on cultural perspectives. Using a cross-cultural lens, the study investigates how cultural values, societal norms, and media consumption patterns shape gender representations in advertisements. The paper also evaluates the impact of these portrayals on consumers and society, suggesting that advertising has the power to both reinforce and challenge traditional gender norms.