TV commercial is the reflection of gender issues?

As the communication technology developed rapidly since last century, many types and forms of TV commercial had been established with creative shots and attractive story. The competition among advertisement publishers are getting higher. They are trying to attract audience’s attention as if the advertisement success to attract audience means it reach the aim of promoting the products.

Commonly, the advertisement publisher will set and create the advertisement which can satisfy or fulfill audience’s demand. They dare not to challenge the public’s notion. They try to reflect the reality life to show how clear they understand audience’s need. But is the “reality life reflection” is real?

For example, the household stuff and product tv commercial always using woman as the main character. The woman is a housewife and she has to handle and deal with the housework such as mopping floor, clean the toilet, wash dishes and so on. Is that only woman related to housework? Man is excepted from doing all these jobs?

Furthermore, man in the tv commercial always has higher status and ability especially in the high-technology product, cars, computer and beer tv commercial. The question is, only male will consume on these products? Woman does not use these products? Male can represent these products better than woman? And why?

Here, we would like to present some real examples of tv commercial which might reinforce the stereotaip upon women.

The first video shows the message “ Woman cant be a good driver”. We barely believe that most of the guys or even women themselves believe that woman cant drive well. With this kind of tv commercial, this wrong idea will be plant deeper into audience’s mind.



While the second video has shown the trend of women should be slim as only slim is beauty and only slim figure can give a woman confidence. That’s why more and more ladies feel not satisfy on their body, as well as guys prefer slim girl. This notion had existed since long time ago, but more and more slimming centre tv commercial being broadcasted, it reinforce the society’s mindset.


But, there are still some exceptions. Actually media is a very good way to spread the message about gender issue. As the followed video is telling the public to respect and treat the pregnant worker in fair way.

Sometimes，woman can be very capable too. Like the tv commercial below. But these kind of tv commercial is seldom broadcasted. Therefore majority of public still thinking that man is more capable than woman.

After viewing the videos, what is in your mind? Do you agree that tv commercial is a reflection of reality, or it is just reflects and reinforce the unfairness upon gender issues?

Technology and Gender issues??

At the very first, our group was annoying about how the technology relevant and related to gender issues.

Here, after many times discussion and been idea-rejected by tutor and some team mates, we had finally set up our objectives on creating this blog. The technology we are talking about is communication technology, while the gender refers to men, women, as well as transgender.

Firstly, we are going to find out that, whether gender issues has been emphasized via communication technology which are including tv commercial, advertistment, and new media, or, oppositely communication technology is leading the society towards gender equality?

Futhermore, our group is going to discuss why or how the discrimination and perception upons both male or female or even transgender still exists in this well developed society? Is it possible to eliminate these discriminations n perceptions with the power of communication technology? Or in other way, these elements are reinforced because of the media?

Why our odjectives are in question form? Because we don’t have an answer yet, and hopefully every reader will find the answer together with us.

This week, we will discuss is tv commercial reinforcing inequality between sexes. Commonly the image shows in advertistments is aggressive independence of men and the passive dependence of women. Is this represent the real situation, or it is just emphasizing the notion of gender? We have prepared 2 tv commercials to do this discussion, hopefully when you enjoy the video, you will have some comment too to speak out!